This article is part of a new series exploring popular sustainability product claims through a more nuanced, real-world lens. First, a seemingly simple yet surprisingly complex idea: refill.
Despite increased awareness around sustainable practices, affordability is still a major hurdle for consumers and corporations. This makes it essential for companies to integrate sustainability into core strategies, not only to improve value proposition but as a driver of long-term competitiveness.
In today's unpredictable business environment, marked by geopolitical instability, disrupted supply chains and rising costs, companies often shift to a short-term survival mindset, sidelining sustainability. However, it's vital not to overlook long-term strategic planning where creating sustainable value that endures, adapts and grows even amid volatility is key.
With the tightening of packaging regulations like the EU's Packaging and Packaging Waste Regulation (PPWR), turning a blind eye to sustainability communication is no longer an option. Now, more than ever, it's crucial to engage in clear, evidence-based communication due to regulatory efforts to prevent greenwashing, such as the EU's Green Claims Directive, set to come into force in 2027.
When notable sustainability milestones were supposed to be met, 2025 has kicked off on a rocky note. Rising geopolitical tensions, a right-leaning political shift, and numerous FMCG entities postponing their sustainability pledges are encouraging short-term, unsustainable strategies.
Sustainability has been at the centre of global discussions for nearly a decade, yet it often feels like the world is waiting for it to fail. However, the notion that sustainability is failing is misleading. Looking back at the trajectory of sustainability efforts over the years, it is clear that, despite setbacks, the movement continues to evolve rather than disappear.