Why integrating Sustainability is good for brands and business

Sustainability is no longer optional. It’s not a side initiative, a campaign theme, or a CSR box to tick. For brands, it must sit at the core of strategy.

Why? Because the forces reshaping markets–climate change, consumer expectations, regulation, and supply risk – demand it.

22% of consumers are actively changing their behaviour to shop more sustainably. This group is growing and currently makes up a $456 billion opportunity and is projected to grow to $1 trillion in 2028.

Credible, authentic integration and contribution to the UN Sustainable Development Goals isn’t about reputation management. It’s about future-proofing relevance, resilience, and growth.

1. Consumers demand authenticity

People don’t just buy products – they buy what brands stand for. Kantar shows that sustainability perceptions drive nearly half of a brand’s reputation. If purpose isn’t embedded into the brand itself, consumers see straight through the storytelling.

Tony’s Chocolonely created delicious chocolate while raising awareness of modern slavery and child labour in the cocoa supply chain, to sell over $160m p.a.

Integrated sustainability builds loyalty; superficial claims destroy it.

2. Innovation thrives when rooted in purpose

Breakthroughs often come when brands align proposition innovation with environmental and social goals.

Natura reimagined beauty products with concentrated formulas that cut plastic by 81% and reduced waste by 55% vs. category conventions, while launching a new skincare delivery format.

These aren’t side projects, they’re flagship innovations that define the brand.

3. Integration brings resilience to supply chains

Climate shocks are disrupting agriculture, minerals, and water supplies. If brands don’t act, they risk losing the very ingredients they rely on.

McCain embeds regenerative agriculture, facing into the growers increasing challenges from climate change and variable weather, rising input costs, and regulatory uncertainty. This creates mutual value and long-term supply.

Building sustainability into brand strategy means protecting the future of the business itself.

4. Culture and talent depend on it

The new and next generations of workforce are increasingly attracted to brands and businesses that mean something. Purpose drives pride and retention.

Patagonia has long been at the forefront of attracting talent by making its mission inseparable from its brand.

Make sustainability a living culture, not just a slogan.

5. A valuable commercial currency with the trade

It can be the differentiator that secures listings and beyond the buyer conversations with in and out of home customers.

Helping, rather than hindering, a trade customer in the pursuit of their sustainability goals and sustainability proposition to their shoppers/guests, is now integral to buying decisions.

Growth follows commitment

Brands that treat sustainability as central, not peripheral, unlock growth. The brands we have helped to authentically integrate incorporate sustainability into their marketing mix are generating revenue growth that is typically 3x higher than their branded category peers.

Creating long-term value for people and planet delivers topline growth, and cost savings.

The answer is simple: sustainability must be integrated into brands because it is a critical component of competitiveness. Without it, brands risk irrelevance, fragility, and decline.

With it, they unlock the future today through resilience, trust, and growth that will endure.