Sustainability in CPG: Beyond Buzzwords
How food, supplement, and beauty brands can move from vague claims to meaningful impact
In today’s crowded consumer marketplace, “sustainable,” “eco-friendly,” and “carbon neutral” have become near-ubiquitous claims. But savvy consumers — and regulators — are increasingly demanding more than feel-good buzzwords. They want receipts.
For founders and brand owners in the food, supplement, and personal care space, this shift presents both a challenge and an opportunity: How do you build a sustainability story that’s real, measurable, and resonant — without falling into the trap of greenwashing or compliance missteps?
In this article, we’ll explore four key pillars for doing sustainability right in the consumer packaged goods (CPG) space: smarter packaging frameworks, digestible lifecycle claims, authentic consumer education, and compliant storytelling.
From Compostable to Circular: Emerging Frameworks in Sustainable Packaging
Sustainable packaging used to mean “anything that’s not plastic.” But today, brands are moving beyond simplistic material swaps and toward circular packaging frameworks — ones that consider the entire lifecycle of a package, not just its end-of-life.
Emerging best practices include:
Mono-materials: Packaging that’s easier to recycle because it's made of a single type of material (e.g., all-PE pouches).
Refillable systems: Especially popular in beauty and personal care, refillable containers reduce waste and drive repeat purchases.
PCR (Post-Consumer Recycled) content: Incorporating PCR materials can reduce virgin plastic use — but be careful with quality and shelf stability.
Compostable packaging: Best suited for products with shorter shelf lives and for regions with access to industrial composting infrastructure.
Importantly, packaging should be fit-for-purpose — durable enough to protect product quality and safety, especially for supplements and food. Don’t sacrifice function in the name of form.
Pro Tip: Conduct a packaging audit using tools like the Ellen MacArthur Foundation’s Circular Economy framework or the SPC’s How2Recycle labeling system.
Lifecycle Assessments That Make Sense to Consumers
It’s no longer enough to say your product is “carbon neutral” or “better for the planet.” Increasingly, brands are backing their sustainability claims with Lifecycle Assessments (LCAs) — detailed evaluations of a product’s total environmental impact, from raw materials to disposal.
But here’s the catch: consumers aren’t environmental scientists. If you’re citing LCA data, it must be translated into clear, relatable language.
Instead of:
“Our shampoo’s carbon footprint is 0.23 kg CO2e per use.”
Try:
“Our refill system cuts packaging-related emissions by 78% compared to conventional shampoo bottles.”
Better yet, show the why:
“That’s the same as skipping one short car ride every month — just by switching your shampoo.”
You don’t need to include every data point. Choose one or two meaningful impact metrics — waste reduction, water savings, carbon emissions — and express them in consumer-first terms. Keep it honest, digestible, and visually supported.
Educating Without Greenwashing
Today’s consumer is more sustainability-savvy than ever — and that means half-claims and vague language can erode trust. Greenwashing isn’t just a PR risk; it’s a regulatory one, too.
To avoid it:
Be specific: Use “recyclable where facilities exist” instead of “100% recyclable.” Or “made with 80% post-consumer recycled plastic” instead of “eco-friendly.”
Cite sources: If you’re making a claim about carbon savings or ingredient sourcing, link to your third-party data or supplier certifications.
Don’t overstate trade-offs: If your compostable pouch only works in industrial composting settings (and not curbside), say so clearly. Transparency earns loyalty.
What works better than vague virtue signals? Storytelling grounded in your brand’s actions. Show the people, decisions, and processes behind your sustainability choices — not just the end result. If you’re in transition (e.g., moving toward carbon neutrality or away from virgin plastic), tell that story authentically.
Pro Tip: Familiarize yourself with the FTC Green Guides or emerging EU regulations on environmental claims. They’re a helpful lens to check for compliance and clarity.
Balancing Aspirations with Regulations
Let’s be honest — sustainability is a journey, not a checkbox. But that journey is now under greater scrutiny, especially in regulated categories like food, dietary supplements, and cosmetics.
To stay credible and compliant:
Avoid unqualified environmental superlatives. “Sustainable,” “eco,” and “green” must be backed by specific, substantiated attributes.
Mind the overlap with health claims. If your “sustainable” ingredients also carry functional or therapeutic benefits, be careful not to imply unapproved structure/function claims.
Train your team. Anyone writing copy, managing ads, or posting on social media should understand how to speak about sustainability responsibly.
Many CPG brands are adopting third-party certifications (like B Corp, Climate Neutral, USDA Organic, or Fair Trade) as a way to validate claims and add an extra layer of trust. Just make sure the certifications align with your supply chain and values — and that you’re prepared to maintain them.
Final Thoughts: It’s Time to Go Deeper Than “Eco-Friendly”
Sustainability can’t be a sticker slapped on your box — it has to be a throughline in how you formulate, source, package, and communicate. When done well, sustainability storytelling becomes a true differentiator: a reason to believe, not just a reason to buy.
As consumers get more curious, more conscious, and more critical, your sustainability narrative must be clear, credible, and human. That means showing your work, being honest about trade-offs, and translating your impact into language people feel.
If your team is navigating how to integrate real sustainability practices into your CPG brand, TasteFluent Consulting can help you source innovative and sustainable packaging. Contact us today to set up your free discovery call.
