Consumers Demand Sustainability in Food and Beverage Industry
A recent sustainability report by The Hartman Group revealed that an overwhelming 91% of US consumers prioritize environmental impacts when it comes to the business decisions made by food and beverage companies. Additionally, 87% of consumers actively engage with environmental and social values, with 71% considering these impacts during their purchasing decisions. Furthermore, 68% of consumers believe that large companies hold the responsibility for achieving sustainable progress.
Melissa Abbott, the vice president of syndicated studies at The Hartman Group, emphasized the importance of care in resonating with consumers. She noted that traditional sustainability language has become too abstract and that consumers want to see tangible actions from brands that protect the well-being of people, animals, and the planet, ultimately improving their daily lives.
Consumer Priorities in a Changing Economy
The Sustainability 2025: Do Consumers Care? report also highlighted that amidst additional financial pressures, cost and convenience remain top priorities for consumers. Abbott explained that while price is the primary concern for consumers, they are increasingly conscious of environmental and social impacts.
The study indicated that consumers’ perspectives are evolving, with a growing desire for verifiable action from the food and beverage industry. Abbott stressed the significance of certification in influencing consumers’ purchasing decisions, as products with verified claims are more likely to be chosen.
Rising Skepticism and the Impact of Greenwashing
Consumer skepticism regarding environmental claims made by food and beverage companies is on the rise, leading to a decrease in consumer trust when brands fail to uphold sustainability commitments or make vague claims. The practice of “greenwashing” has resulted in 58% of consumers boycotting companies for reasons related to their environmental, social, or labor practices.
Abbott emphasized that consumer loyalty is contingent on companies aligning their actions with their stated outcomes. When companies fail to follow through on their promises, consumer trust is compromised. She cited the example of Target Corp., which faced a boycott for perceived backtracking on diversity, equity, and inclusion initiatives, resulting in significant financial losses.
Youthful Consumers Drive Sustainable Change
The report highlighted that younger demographic cohorts, particularly Gen Z consumers, are more vocal about environmental, social well-being, animal welfare, and packaging issues. They are willing to pay more for products that align with their values, such as those certified for animal welfare and social justice.
Recyclable packaging is a key concern for consumers, especially when purchasing dairy products. Consumers seek designs that protect products and are easily recyclable. Confusion around recycling poses a significant challenge, but consumers view recycling as a personal contribution to environmental sustainability.
Recommendations for Success
Consumers participating in The Hartman Group’s research emphasized the need for transparency and concrete steps from the consumer packaged goods (CPG) industry regarding sustainability. Companies are urged to provide documentation of their sustainability efforts, rather than relying solely on eco-friendly messaging.
Abbott advised that packaging and labeling should carry certifications supporting sustainability claims and demonstrating direct benefits to consumers. She cited Justin’s nut butters as an example of effectively integrating sustainability factors into product offerings.
In conclusion, Abbott stressed the importance of connecting with consumers on a personal level, emphasizing relationships over industry. She highlighted the need for sustainability messaging to inspire loyalty, earn trust, and drive growth in the food and beverage industry.