Here’s what consumers truly want from FMCG brands

Sustainability has become a central part of brand identity in the FMCG industry. However, as the industry keeps discussing it, the tone and message are losing their effectiveness. Today, many consumers and media outlets are tuning out. Not because they don’t care, but because they’ve heard it all before. The story has changed, so the messaging needs to change too.

In recent years, the way we tell sustainability stories has changed. It's no longer enough to just mention carbon-neutral goals or recyclable packaging. Audiences now want deeper insights into supply chains, sourcing practices, and real-world impact.

Take Nestlé. By prioritizing ethical sourcing of cocoa and coffee, they have gone beyond the usual green checklist. While competitors like Coca-Cola and PepsiCo continue to focus on end-product improvements such as packaging or recycling, Nestlé has established itself as a leader by emphasizing communities, livelihoods, and long-term sourcing strategies.

They’ve also included health in the equation. Nestlé’s efforts to reduce sugar and improve nutrition demonstrate that sustainability is more than just the planet; it’s also about people.This broader approach has gained more attention, credibility, and trust.

Why sustainability messaging isn’t landing anymore

Consumers are becoming more sceptical of vague, feel-good claims. “Green” has been overused and poorly explained. Now, they want honesty, traceability, and measurable actions.

They don’t want jargon or statistics that require a calculator. They want stories that connect, stories that matter, stories that tell them not just what a brand is doing but why and how it makes a difference. And they want to be part of it. Empty slogans and vague virtue signalling are quickly becoming red flags. Even worse, they lead to accusations of greenwashing, especially when brands fail to back up their claims with evidence. 

Tips for writers: Be concise and impactful

Effective sustainability copy is clear, specific, and focused on action. Avoid fluff. Use numbers, names, and timelines.

Stronger phrases:

• Made with 100% recycled materials, including the caps and labels.
• Carbon-neutral, certified by [independent body].
• Locally sourced within 40 km.
• Reduced water use per product by 28% in 2024.
• See our full Life Cycle Assessment at [link].
• Return used packaging in-store to close the loop.
• All packaging recyclable or reusable by 2025, with progress updates shared yearly.

Phrases to avoid:

• “Eco-friendly packaging" (Too vague. What makes it eco-friendly?)
• “On a mission for a greener tomorrow" (Sounds admirable but offers little detail.)
• “Kind to the planet" (Specifies no actions or measures.)
• “World’s first carbon-neutral [anything]" (Without proof, it damages credibility.) 

Brands getting it right

As mentioned earlier, Nestlé continues to lead with clear commitments, public accountability, and packaging innovation that support its words.

LEGO

Despite making plastic-based toys, LEGO has taken bold steps toward sustainability and knows how to communicate these efforts. The company aims to manufacture all bricks from sustainable materials by 2032 and introduced its first plant-based bricks in 2018. Packaging is being redesigned with sustainability in mind, and LEGO is investing heavily in achieving its goals.

What makes LEGO unique is how it engages its main audience: children. Through its sustainability website, educational partnerships, and initiatives like the Build the Change program, the company encourages millions of kids to learn about and contribute to a greener future. Promoting the reuse of bricks across generations adds a circular element to its storytelling and boosts credibility.

Prada

Prada has incorporated sustainability into its luxury brand without compromising its identity. By using more eco-friendly materials like recycled nylon and organic cotton, and committing to carbon-neutral operations, the brand demonstrates that high fashion and environmental responsibility can coexist. Its participation in the Fashion Pact, a global industry coalition addressing climate change, adds credibility to its efforts and shows that Prada views sustainability not as a fad, but as an essential part of the future of luxury.

Lush

Through its Lush Giving initiative, Lush combines sustainability with activism by creating products that directly support urgent causes. From funding mental health services in Palestine to aiding wildfire recovery in the Amazon, each product is linked to a specific issue, with 100% of profits donated.

This cause-driven approach fosters emotional engagement and demonstrates that brand values can generate real-world impact. Having donated over 33 USD million globally and earning recognition like the Cruelty-Free Brand award from Marie Claire in 2024, Lush proves that purpose and profit can go hand in hand.