The importance of responsible values
Sustainability still matters, but it is no longer enough on its own. Consumers expect brands to act responsibly. However, this expectation is not always driving what they buy. Instead, consumers are making more practical decisions, shaped by price, quality, and personal benefit. The challenge for brands is clear: sustainability must work harder to stay relevant.
Sustainability is not a differentiator
Sustainability has become a standard expectation across food and drink. Consumers want brands to act responsibly, but they do not necessarily reward them for doing so.
Only 36% of global consumers say they prioritize sustainability claims when choosing food, while 35% say the same for drinks. This highlights a key shift, sustainability is a “nice to have,” not a core purchase driver. Instead, factors like taste, quality, and price continue to lead decision-making. Brands that rely solely on eco-credentials risk being overlooked.
Financial pressure is reshaping priorities
Rising living costs are forcing consumers to rethink how they spend. 60% of consumers say they are concerned about the cost of living. At the same time, many still associate sustainable products with higher prices. This creates a clear barrier.
When budgets are tight, consumers focus on immediate needs. Sustainability becomes secondary unless it offers clear value. This means brands must rethink how they position eco-friendly products in a price-sensitive market.
Trust is under pressure
Sustainability fatigue is growing. Consumers are becoming more skeptical about brand claims. 44% of global consumers say a lack of transparency around environmental initiatives is a key challenge. Many also question whether sustainability messaging is genuine or simply a way to justify higher prices.
This credibility gap weakens the impact of sustainability. If consumers do not trust the message, they will not act on it.
Personal benefit drives engagement
To stay relevant, sustainability must feel personal. 71% of consumers say it is important that groceries are 100% natural. This is because natural products are linked to health, quality, and overall wellbeing.
This creates an opportunity. When sustainability is tied to tangible benefits, like better ingredients or improved health, it becomes more meaningful. It moves from an ethical concept to something that fits into everyday life.
Value-led sustainability wins
Consumers are more open to sustainability when it saves them money. 41% of those interested in upcycled ingredients say the appeal comes from cost savings being passed on. This shows that resourceful innovation can shift perceptions.
By reducing waste and improving efficiency, brands can lower costs while reinforcing sustainability credentials. This positions eco-friendly products as practical and affordable, not premium-only.
Making sustainability relevant again
Sustainability needs to take on a new role in brand messaging, as it can no longer stand alone as the primary focus. Instead, brands should lead with core benefits such as taste, quality, and affordability, using sustainability as a supporting trust signal rather than the main selling point.
By prioritizing transparency, brands can begin to rebuild credibility with consumers, while also linking eco-credentials to personal value, such as improved health or cost savings. This approach ensures that sustainability enhances decision-making, rather than competing with the factors that matter most to consumers.
The new role of sustainability
Sustainability is no longer a differentiator, it is an expectation. To stand out, brands must go beyond ethical messaging. They must show how sustainability improves everyday life, whether through better value, better health, or better quality.