Communicating Sustainability to a Trend-Conscious Consumer: The Opportunity
As brands begin to plan their 2026 campaigns, it’s worth pausing to ask: Are your sustainability messages resonating or just checking a box?
Customers today are navigating a saturated, emotionally charged retail landscape. They may not explicitly seek out eco-labeled products, but they still want to feel good about what they buy and who they buy it from. That creates a significant opportunity not just for product innovation, but for brand storytelling. A recent study by Harvard Business Review found that when Amazon added climate pledge messaging to product listings, it boosted consumer demand by approximately 13-14%. The takeaway? How you talk about sustainability matters just as much as what you’re doing behind the scenes.
So what are the top ways brands can connect with everyday customers without changing their tone or going off-brand? Recent data from the Shelton Group highlights the top three opportunities to connect with mainstream consumers on sustainability.
1. Recyclability of Packaging
Consumers consistently rank recyclability as one of the most important environmental product attributes. Even those who aren’t actively seeking out eco-brands still expect packaging to be simple, responsible, and easy to dispose of.
According to the NYU Stern Center for Sustainable Business, sustainability-marketed products — especially those with clear on-pack messaging — have grown nearly 10% annually, outpacing conventional products.
Over 60% of U.S. consumers say they are more likely to buy products with sustainable packaging. and this number is even higher among Millennials and Gen Z. (McKinsey & Co. 2022).
83% of consumers globally believe companies should bear at least some responsibility for the end-of-life disposal of their products (Shelton Group, 2024).
Opportunity: A holistic packaging roadmap — from improved packaging design (i.e. lightweighting, incorporating PCR to participation in industry-led collection or recycling programs (i.e. PACT, Smalls Format Coalition) — creates opportunities to talk about sustainability in a visible and accessible way. It can turn infrastructure investments into brand moments.
2. Leverage Product Certifications That Build Trust
Consumers may not always read the fine print, but they notice and trust third-party certifications as shorthand for credibility on environmental and social impact programs.
NYU Stern & Edelman’s 2023 joint study found that products with third-party sustainability certifications ranked highest in consumer trust and relevance across a wide range of categories.
Certifications can drive a trust premium, meaning consumers are more willing to try, buy, and recommend products they believe are backed by standards (Green Behavior, 2025).
According to Shelton Group, certifications are especially important for consumers who are on the fence — they may not identify as eco-activists, but they still want reassurance that a product lives up to its claims.
Opportunity: If your products already meet key certifications (i.e. Leaping Bunny, USDA BioPreferred, FSC-certified packaging, or any clean beauty standards), integrate those seals more clearly into marketing and packaging. Where no certification exists yet, narrate the story of your internal standards to fill that gap. (For example: “Our Clean Philosophy meets global safety and sustainability criteria — and we’re working to get it certified.”)
3. What Companies Are Saying (and How They're Saying It)
A growing number of consumers want to know what brands stand for, and they’re quicker to reward transparency. But how you say it matters: overly technical language can alienate, while messaging that’s overly polished or self-congratulatory can backfire. The most effective brands — even outside the “eco” niche — are those that clearly and confidently communicate their values.
73% of global consumers say brand transparency around sustainability makes them more likely to be loyal (McKinsey, 2023).
When brands combine product benefits with sustainability messaging, they expand their relevance by 24–33% (NYU Stern/Edelman).
90% of global consumers say a company’s environmental reputation impacts their purchasing decisions (Shelton Group, 2024).
76% of global consumers believe companies are responsible for solving environmental problems (Shelton Group, 2024).
75% of global consumers want to be seen as someone who buys eco-friendly products — even if they aren’t actively seeking out sustainable brands (Shelton Group, 2024).
Opportunity: Sustainability doesn’t have to interrupt a brand’s tone. It can add depth and credibility to it. Consumers aren’t looking for perfection, but they are looking for purpose. Reinforce brand transparency with light storytelling, especially when launching new packaging, products, formulations, or partnerships.
Conclusion
Customers may not be hunting for sustainability, but they expect it to be there. When it’s communicated clearly, creatively, and credibly, it builds trust, deepens loyalty, and adds meaningful dimension to brands. But in today’s climate, communication must go beyond idealism. There’s growing skepticism around “business for good” messaging that doesn’t translate to tangible impact or consumer value (Fast Company). Sustainability practices and messaging should help to optimize company operations while also making life better for the customer. Sustainability, when done right, isn’t just a value add. It’s a trust signal, a brand builder, and for many consumers, the reason they’ll come back.
