Sustainability Is Not a Sticker: Why Integrity and Intent Matter More Than Ever
Jul 30
4 min read
Over the years, I’ve seen companies take meaningful strides toward sustainability—and I’ve also seen the roadblocks. With shifting regulations, rising material costs, and mounting consumer pressure, the path to environmental progress is rarely straightforward.
And now, according to recent Gartner research, we may be entering a new phase: “quiet quitting” on sustainability. Many companies, particularly in the U.S., are beginning to sunset their voluntary packaging targets—shifting their focus toward meeting regulatory minimums rather than pushing forward on broader environmental goals.
Meanwhile, in Wales, recycled disposable diapers were used to help pave a 1.4-mile stretch of roadway! While the story is a few years old, that headline recently resurfaced and stopped me in my tracks—not just because of the innovation, but because of how familiar it felt.
From Personal Care to Paved Roads
During my years in the personal care industry at Essity, sustainability wasn’t a side initiative—it was central to our strategy. As a Swedish-headquartered company, Essity has long been recognized for its environmental leadership, and continues to earn global accolades, including these more recent ones:
Yet, even in a company that prioritizes sustainability, implementing practices globally is complex. Some markets are ahead of the curve, supported by strong regulation and consumer demand. Others present real barriers—cost-prohibitive materials, limited infrastructure, or price-sensitive categories that make absorbing or passing along the cost difficult. This isn’t a reflection of lack of will, but of the real-world tensions businesses face when trying to drive progress at scale. And in commoditized industries, the challenge becomes even sharper: how do you lead sustainably without losing your competitive footing?
The Risks of Quiet Sustainability
If you’re actively working toward sustainability goals but aren’t talking about them, you’re missing a key opportunity—for brand differentiation, consumer connection, and even internal morale. Too often, brands assume that unless something is perfect or fully certified, it's not worth promoting. But consumers care about progress. And they’re getting more savvy at spotting the difference between performative marketing and real impact.
Certifications: Proceed with Caution
One of the most dangerous pitfalls I’ve seen is misuse of sustainability certifications. In the natural and organic space, my global team once discovered a competitor using a few third-party badge they had not been certified to carry. It wasn’t just misleading—it exposed them to significant business risk. When you’re up against a well-resourced competitor with legal, regulatory, and retail teams on their side, they have the ability to raise concerns through advertising boards or retailer partners—actions that could result in product recalls, consumer trust issues, and millions of dollars in potential losses.
The takeaway? If you're going to carry a certification, make sure you’ve gone through the official process and are listed by the certifying organization. Consider testing them with your consumers to see if they drive purchase intent or build trust & credibility. And if they are not relevant, don't waste your money.
Sustainability Strategy Shouldn’t Be a Silo
The most successful brands treat sustainability not as a marketing checklist, but as a foundational pillar of their business. That means integrating it across product development, packaging, communications, and even vendor selection. And if sustainability is core to your category—as it increasingly is in food, personal care, and household products—you can’t afford to be “me too.” You have to differentiate.
What do you do that’s truly better practice?
Are you investing in long-term change, not just one-off campaigns?
Are you communicating about the areas you're still working on, especially if consumers have questioned them?
Are you making it easy for shoppers to understand your progress and engage with it?
In fact, the landscape is only getting more complex. As chemical footprint policies begin to take hold globally, brands that once considered environmental standards optional may soon find them hardwired into procurement processes, customer expectations, and even investor requirements. The days of treating sustainability as a siloed initiative—or an afterthought—are numbered.
Final Thoughts
Consumers expect better. Globally (maybe in some states) governments are beginning to demand better. And businesses who rise to the challenge—authentically, thoughtfully, and transparently—will be the ones to earn long-term trust and loyalty.
That said, companies today are navigating a maze of mixed messages. One article signals a regulatory rollback; another warns of stricter chemical policies ahead. Your investors might ask for cost savings while your customers want compostable packaging. In the middle of all that noise, the most resilient brands are the ones that stay grounded in what they believe is right—for their mission, their consumers, and the long-term health of their business. Yes, you must consider cost. But you also have to consider trust. If you know your sustainability approach is meaningful, market-relevant, and built for the long haul—keep going.
So ask yourself: Is your sustainability story a sticker on your package, or a principle woven into your brand?
