The Brutal Truth: Sustainability Alone Won’t Sell Your Product
Consumers say they want sustainable products. They say they’ll pay more for them. But the sales data tells a different story. Why? Because many brands are still marketing sustainability all wrong.
Too often, sustainability is treated like a moral add-on—an appeal to people’s better nature. But newsflash: most consumers don’t buy on ethics alone. They buy on price, convenience, taste, performance and more, depending on the category. If sustainability doesn’t deliver on those fronts, it needs to work even harder shift units. In fact, after reviewing over 100 award-winning sustainability campaigns from 2024, we found that 45% didn’t mention any benefits to consumers at all. No wonder brands aren’t seeing the sales lift they expect. (Source: Futerra 2024)
Sustainability sells when it actually makes a product better—not just better for the planet. That means integrating real, tangible benefits from the start.
Build It In, Don’t Bolt It On
Take refill pouches. Brands push the “made with less plastic” angle, but that’s not enough. What if it held double the volume of the original bottle, saving consumers a shopping trip? What if it was cheaper per use? That’s what people care about. Sustainability should enhance the product, not just tick an ESG box. This aligns with what consumers actually want. When asked what brands should prioritise when making a positive impact, almost half of Gen Z said, “make their own products better.” (Source: Futerra, Honest Generation 2019)
Sell the Benefit, Not the Virtue
Sustainability isn’t a marketing strategy on its own - it needs to serve a real consumer desire. Most folks don’t buy things because they’re sustainable; they buy them because they solve a problem, save them money, or make life easier. “Made with less plastic” is a fact. “Costs less” or “lasts longer” is a selling point. Sustainability should be woven into the commercial strategy, not left in a separate “purpose” campaign.
Price and Promote Like It Matters
If a refill pouch costs the same as a standard bottle, most consumers will stick with what they know. But if it’s priced to incentivise the switch - cheaper per use, bundled with the original bottle, or offered at an introductory discount - it becomes a real choice with a fighting chance. Smart pricing and promotion can be the catalyst for behaviour change.
Stop Preaching, Start Selling
A lot of sustainability messaging can come across like a guilt trip or a lecture. That doesn’t work. Good marketing speaks to real needs, such as saving time, saving money, or making people feel good. Treat sustainability like any other competitive advantage: know your audience, tap into their desires, and use sharp, compelling storytelling.
At Futerra, we don’t just “do sustainability.” We make sustainability sell. If you’re ready to make sustainability irresistible, let’s talk.
It’s time to stop hoping that sustainability will sell itself. Let’s make it something people can’t resist.
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Please contact our team hello@wearefuterra.com for a deeper dive into what leadership looks like in 2025/26 and support for both action and messaging in changing times.