Sustainability Beyond the Logos

Products with ESG claims drove 56% of FMCG growth between 2017 and 2022 while representing only around 18% of sales, and they have grown faster than products without such claims over the last five years (McKinsey, 2023). Around 60% of consumers say they would pay more for sustainable goods — a premium of roughly 9.7% (McKinsey, 2023; PwC, 2024).

Green can unlock growth. Yet the say–do gap persists: intent is high, but actual conversion depends on claim clarity and proof.

Pick proof-rich claims consumers understand and retailers can merchandise.

Winning claims are specific: recycled content, animal welfare, ingredient transparency. Generic badges underperform (McKinsey, 2023). Retail readiness matters too — clearer, specific on-pack claims lead to better shelf execution.

• Proof: conversion depends on claim clarity and evidence
• Specificity: winning claims name the attribute, not the virtue
• Shopper clarity: specific on-pack claims execute better at shelf

Corporate supply chain emissions are 26 times greater than direct operational emissions, yet only 15% of companies are targeting their supply chains with emission reduction initiatives (CDP, 2024). Legal risk is rising alongside: courts now challenge 'carbon neutral' product claims, as the scrutiny of Apple's CO₂-neutral Apple Watch claim shows (Reuters, 2025).

Decarbonise the chain, substantiate the claims — or risk legal and PR blowback.

Millennials advocated for sustainability, but Gen Z will invest in it: 64% will pay more for sustainable products, with spending power projected to reach roughly $12 trillion by 2030 (Deloitte, 2024; NIQ, 2025). Trust is built through proof — 75% want more proof points on packaging, and 32% say an influencer made them trust a brand more in the past year (Edelman, 2023; TriplePundit, 2024). The winning formula pairs the core product offering with one or two credible sustainability claims.

Global brands show the arc. Adidas x Parley moved from an ocean-plastic story to millions of pairs. Nike Space Hippie made the footprint part of the aesthetic. IKEA's buy-back programme turned circular services into customer experience features. Starbucks made re-use a default across drive-thru, mobile and in-café. In each case, sustainability became equity because it was built into product, operations and story — not printed on top of them.

Organisational readiness comes first: focus on Scope 3 supplier emissions through audits, targets and reporting; eliminate harmful materials ahead of time; and invest in claims and proof that are certified.

Then brand readiness: experiment with limited editions or premium lines, partner with influencers, NGOs and partners to drive initiatives, and research the language, trends and mediums that fit Sri Lanka's Gen Z.