05/06/2026
What if sustainability is no longer a brand message, but a demand signal?
Consumer behaviour increasingly suggests exactly that. Across many categories, products with sustainability-related claims have outperformed conventional alternatives, indicating that greener positioning is influencing real purchasing decisions, not just perception.
The scale of that shift is already visible in market performance. Between 2013 and 2025, sustainability-marketed products accounted for 44.9% of growth in consumer packaged goods. Nearly half of category growth came from brands aligned with changing consumer expectations.
This is not driven by ethics alone. Consumers are becoming more selective about quality, sourcing, waste, packaging, and the values behind what they buy. Sustainability often becomes a shortcut to trust when backed by substance.
That distinction matters. Growth does not come from claims on a label. It comes when sustainability is built into the product itself through better materials, responsible sourcing, thoughtful packaging, and credible ex*****on.
The opportunity for businesses is clear. In many markets, sustainability is no longer adjacent to growth strategy. It is becoming part of growth strategy itself.
For more insights on building and scaling businesses, follow EO Gurgaon.