Yes – The Time Is Right To Share Your Sustainability Story
Transparency has significantly reshaped business accountability by increasing consumer influence, rendering openness an essential requirement, and facilitating swift public responses to business practices, production methods, and employee relations. A recent study undertaken by Sprout Social supports the powers of transparency:
- 86% of consumers believe transparency from businesses is more important than ever.[1]
A business’s commitment to sustainability is the next step in transparency. It has become firmly established as a top-of-mind issue for consumers in the CPG sector as the global food system is responsible for approximately one-quarter (26%) to one-third (1/3) of total greenhouse gas emissions.[2] In response, the EU has introduced the “Corporate Sustainability Reporting Directive.”
It mandates large companies, including non-EU companies doing a certain amount of business inside the EU to report on environmental, social, and governance (ESG) practices starting in the next few years. A recent study conducted by Circana in partnership with the NYU Stern Center for Sustainable Business suggested:
- 85% of consumers agree that “it is important that name brand product manufacturers practice sustainability..[3]
These findings thus support:
Yes – The Time is Right to Share Your Brand’s Sustainability Story.
What does Sustainability in the CPG Sector Entail?
Sustainability in the consumer packaged goods (CPG) sector entails a holistic, end-to-end approach to reducing environmental impact and promoting social responsibility. Presented below are three fundamental strategies that organizations can adopt to build a future grounded in sustainability: [4]
- Sustainable packaging: Materials that are recyclable / biodegradable / compostable.
- Decarbonization: Addressing emissions that occur outside of direct company operations.
- Water and resource reduction: Optimizing manufacturing processes to minimize water usage, energy consumption, and raw material scrap.
What is the Size of the Sustainable Market in the CPG Sector?
The global sustainability market is projected to grow 24% annually over the next seven years.[5] In 2025, sustainable marketed products accounted for 25.4% of dollar sales in the US consumer packaged goods sector. From 2020 to 2025, the CAGR (Compounded Annual Growth Rate) for sustainable marketed products was:
- 9% compared to +4.0% for the total market, and +2.2% for conventional products.
In contrast, sustainable marketed products hold a 37% share of the dollar market in the UK and 42% in Germany.[6]
Who is the Sustainable Marketed Products Customer?
Millennials and Gen Z value sustainability and transparency the most. Research reveals that 60% of Millennials and 59% of Gen Z are willing to pay extra for sustainable products and services. Moreover, 81% of Millennials and 79% of Gen Zs believe businesses could and should do more to enable consumers to make more sustainable purchasing decisions.[7]
Why is it Important to Tell My Sustainability Story Now?
“We’re witnessing a revolution. Consumers aren’t just asking for change – they’re demanding it. People across the globe are waking up to their power, refusing to support businesses that ignore the environmental and social crises we face. Sustainability has shifted from being an option to a mandate”.[8] People are paying attention. Consumers, employees, and investors want to see real action on reducing emissions, supporting communities, and driving impact. Brands with lower environmental impact are gaining popularity with consumers:
- 74% of consumers say their concerns over environmental impact influence their purchasing decisions.
- 79% want an easier way to identify environmentally friendly companies.[9]
- 75% of Gen Z rank sustainability as more important than brand name.[10]
What are the Three Pillars for a Successful Sustainable Story?
Successful sustainability storytelling rests on three pillars:[11]
- Credibility first: Every claim must be verifiable, grounded in data, and supported by accessible information. Make it visible wherever your audience encounters your brand.
- Relevance matters: Focus on the matters that are relevant to your business and customers.
- Consistency builds trust: Sustainability can’t be a one-off message. Trust isn’t built in a moment – it’s built over time through proof and repetition.
Food Distribution Guy’s Final Thoughts
Consumers are demanding change. Sustainability is a global movement driven by the realization that every purchase is a vote for the kind of future consumers desire. They wish to invest in brands that take responsibility for their environmental impact. In this regard, small businesses have a distinct advantage. In the US, they hold the number 1 dollar market share position (46%) for sustainable marketed products. Brands would also be wise to engage with Gen X and Baby Boomers:
- 74% of Gen X and Baby Boomers are more likely to choose a new product if they know the company practices sustainability.[12]
I leave you with these two quotations:
- “Neglecting sustainability means leaving money on the table.” Nielsen IQ.
- “When sustainability is viewed as being a matter of survival for your business, I believe you can create massive change.” Stephen Ashkin
References:
[1] #Brands Get Real: Social Media & the Evolution of Transparency, www.sproutsocial.com
[2] Environmental Impacts of Food Production. www.ourwolrldindata.org
[3] Sustainability in the U.S. CPG, Inside the Consumer Mindset. Circana in Partnership with NYU Stern Centre for Sustainable Business, April 2026,
[4] What does Sustainability in the CPG Sector Entail? AI Overview
[5] Why Younger Generations Demands Sustainable Businesses, www.plastiks.io, August 2025
[6] Sustainability in U.S. CPG: Inside the Consumer Mind, Circana in Partnership with NYU Stern Centre for Sustainable Business, April 2026
[7] The Consumer Driven Demand for Sustainability, www.plasticbank.ca, January 2025
[8] The Consumer Driven Demand for Sustainability, www.plasticbank.ca, January 2025
[9] The Consumer Driven Demand for Sustainability, www.plasticbank.ca, January 2025
[10] From Trend to Core Business Strategy: Why Sustainability Became Non-Negotiable for CPG Brands, www.zappio.io, November 2025
[11] Yes, Now is Actually the Best Time to Tell Your Organization’s Sustainability Story, www.marketingdive.com, April 2026
[12] Sustainability in U.S. CPG: Inside the Consumer Mind, Circana in Partnership with NYU Stern Centre for Sustainable Business, April 2026