The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Sustainability has evolved from a buzzword to a business imperative. But does is sell? In this thought leadership piece, George Wade, co-founder and chief commercial officer of Zevero, explores how food and beverage companies can turn sustainability into a powerful growth driver, while highlighting the challenges and opportunities that come with embracing this shift.

Sustainability is no longer a buzzword; it’s a seismic shift that has transformed how businesses operate, compete and connect with customers. Once an optional 'feel-good' initiative, sustainability has become a non-negotiable expectation. Yet, as companies pour resources into measuring emissions, embracing circularity, and aligning with climate goals, one critical question persists: Does sustainability actually sell?

The answer is both yes and no. Sustainability, in isolation, doesn’t automatically guarantee

business success. But when it’s woven into the fabric of a company – driving innovation,

enhancing transparency and building trust – it becomes a powerful driver of growth.

A shifting paradigm: From obligation to opportunity

For years, sustainability was framed as a moral imperative: a responsibility for companies to

'do their part' for the planet. Many businesses saw it as a compliance exercise, aimed at

avoiding criticism or regulatory penalties.

Today, the narrative has evolved. Sustainability is no longer just about 'doing good'; it’s about

doing smart business. It’s a baseline expectation from consumers, investors, employees and

regulators alike. Companies that fail to act risk being left behind – not only in reputation but in

their ability to compete in a rapidly changing market.

The consumer connection

Consumers have become vocal advocates for sustainability, and they’re putting their money

where their values are. A recent survey by PWC found that 80% of consumers are willing to

pay more for sustainably produced or sourced goods. These aren’t just fleeting preferences;

they’re shaping entire industries.

The food and beverage sector contributes over £110 billion to the economy annually, yet it’s

also under immense pressure to reduce its environmental footprint.

But consumers don’t just want claims – they want proof. Transparency is the currency of trust.

Brands that can openly provide their strategy and data on their environmental efforts are the

ones that will earn loyalty compared to those who chose to ignore it.

Regulations are on the rise

While consumer demand is driving the sustainability agenda, governments and regulatory

bodies are setting the pace. The introduction of stricter standards, like the EU’s Corporate

Sustainability Reporting Directive, is forcing businesses to measure and disclose their

environmental impact.

Regulation is also creating a ripple effect in supply chains. Retailers and corporate buyers are

demanding detailed sustainability data from their suppliers. Failing to provide this data can

mean missing out on major contracts. For businesses willing to embrace these changes,

compliance isn’t just about meeting legal requirements – it’s a competitive edge.

Profitability and sustainability: The new equation

One of the most persistent myths about sustainability is that it’s a drain on resources. In

reality, the opposite is often true. Companies that invest in sustainability are finding that it

unlocks cost savings and opens new opportunities with possible revenue streams.

From energy-efficient production methods to reduced waste, sustainability initiatives

frequently deliver financial returns. Sustainable products achieved a 5-year CAGR

(compound annual growth rate) of 9.9%, compared to 6.4% for their less sustainable

counterparts, proving that aligning environmental goals doesn’t just help the planet, it can

boost the bottom line.

And it’s not just about money. A survey by Deloitte found that 69% of employees want their

companies to invest in sustainability efforts. In today’s talent-driven economy, sustainability

is becoming a factor of growing importance in attracting and retaining top talent.

Retailers and buyers are raising the bar

The influence of sustainability extends far beyond consumers. Large retailers and buyers are

increasing the pressure on brands to adopt transparent and responsible practices. For

companies, this is both a challenge and an opportunity. Meeting these expectations requires rethinking operations and gathering the right data. But for those that succeed, the rewards are significant: access to premium markets, stronger partnerships and enhanced credibility.

What’s the verdict?

So, does sustainability sell? The answer lies in how it’s approached. Companies that treat

sustainability as a checkbox exercise will struggle to see meaningful returns from it. But

those that integrate it into their core strategy will find that sustainability doesn’t just sell – it

transforms.

It’s not about slapping a green label on a product or publishing a one-time impact report.

Instead, sustainability sells when it’s deeply embedded into a company’s strategy – driving

value across operations, consumer engagement and strong market positioning. As

regulations tighten, technology advances and consumer expectations evolve, sustainability

is no longer optional. It’s the lens through which businesses must operate to remain relevant

and resilient.

In the end, sustainability is more than a trend. It’s a transformative lens that allows

businesses to unlock growth, create long-term value and lead in an increasingly conscious

world. That, undeniably, is something that sells.

#opinion #sustainability