Uncover the evolving panorama of sustainability in promoting. This Advertising Intelligence evaluation article dissects practically 320,000 meals, drink, and sweetness advertisements launched between 2019 and 2024, zeroing in on how sustainability claims are getting used. Get focused insights into this important CPG communication technique. Wanting to be taught extra? Obtain your free copy of the complete evaluation beneath!
Time to get “Eco-Particular”: broad brush claims aren’t going to chop by means of with as we speak’s shoppers
Customers’ attitudes in direction of sustainability have advanced considerably over time. They’re extra educated and more and more sceptical of inexperienced claims and environmental claims made by manufacturers. On the similar time, the cost-of-living disaster means an excellent better give attention to worth and efficacy.
Nonetheless, sustainability does nonetheless matter to buyers. For instance, 73% of UK shoppers attempt to act in a approach that isn’t dangerous to the atmosphere (client-access solely). This dedication is mirrored in model communication, and Mintel’s Advertising Intelligence evaluation reveals that sustainability-related claims featured in 4% of digital adspend in 2024.
Nonetheless, model communications should evolve alongside shoppers’ shifting priorities. Broad-brush inexperienced claims about sustainability not resonate with as we speak’s educated shoppers. Much more damagingly, they’ll go away manufacturers open to allegations of greenwashing.
The evolution of sustainability advertising and marketing calls for a way more focused, particular method to the topic. Specializing in particular initiatives and actions somewhat than imprecise guarantees provides manufacturers better differentiation, builds credibility, and makes it simpler for them to personal a selected territory.
Manufacturers ought to embrace Eco-Particular to personal their area of interest
Eco-specificity represents a big evolution in sustainability advertising and marketing, the place manufacturers transfer from broad, generic eco-claims to extremely particular, actionable sustainability initiatives tailor-made to their trade and client issues.
By specializing in distinct subjects, akin to refills in magnificence or accountable farming in meals, manufacturers can create differentiation, construct belief, and resonate extra deeply with shoppers.
A key ingredient of eco-specificity is embracing difficult points and taking the time to elucidate what which means for shoppers. Arla is a good instance of a model slowly taking individuals on a journey into accountable farming over time.
In 2021, Arla’s messaging started with farm excursions and introductions to their “farmer-owner” mannequin. Immediately, Arla’s newest sequence of adverts nonetheless champions farmers, but it surely additionally permits Arla to speak about its accountable farming in a approach that’s clear and straightforward to grasp for shoppers.


Simply because one model champions a difficulty doesn’t imply that others can’t additionally play a task. M&S is one other glorious instance of a model utilizing eco-specific claims. Not solely does M&S focus on regenerative farming of their promoting, however additionally they use it as a approach to spotlight their high quality, native produce. This method permits buyers to really feel like they’re not solely supporting farmers but in addition getting a greater product within the course of.


Equally, magnificence manufacturers are following comparable eco-specific methods. In 2024, the dialog on sustainability shifted from eco claims about packaging to refillable merchandise. This development is pushed nearly solely by disruptor manufacturers like Fussy deodorant, that are promoting their refillable merchandise as an economical life-style alternative for buyers. Then again, luxurious manufacturers like Prada are leaping into the dialog by promoting their refills as timeless, without end objects to have across the dwelling.




Eco-Specificity is a confirmed approach to join with shoppers
Most individuals within the UK nonetheless wish to assist the atmosphere, supported by a big. 73% of UK shoppers (client-access solely) attempt to act in methods that aren’t dangerous to the atmosphere. Nonetheless, in relation to sustainability, most shoppers aren’t “values first”, and so they’re unwilling to compromise value or high quality for his or her eco values alone.
As a substitute, shoppers are more and more holding manufacturers accountable for environmental points. Many really feel that it’s the manufacturers’ duty to minimise their affect on the pure world. Settlement with the assertion “I count on manufacturers to take the lead on addressing environmental points” has risen from 60% in 2023 to 65% in 2024 (client-access solely).
Environmental activism could also be enjoying a task on this perspective shift. With 37% of British individuals agreeing that eco-activism has raised their consciousness of environmental points, protests akin to Greenpeace’s demonstration in opposition to Unilever’s Dove model exterior their workplaces in London are having an affect.


This consciousness has additionally fueled a gradual however regular rise in boycotting manufacturers that fail to again up their sustainability advertising and marketing with motion.
For manufacturers, that is each a problem and a chance. Eco-specificity is a technique for manufacturers to make use of transparency and problem possession to win again the arrogance of the 39% of British individuals who don’t belief manufacturers to be trustworthy about their environmental affect.
Manufacturers who can persuade buyers that they’re taking motion and making change could have an enormous likelihood to win belief, as 37% of Britons imagine that “firms can do greater than governments to vary the world”. By taking shoppers on an issue-based and clear journey, manufacturers can construct belief, which might make all of the distinction in relation to selecting one product over one other on the shelf.
The place did Eco-Specificity come from?
Evaluation of the themes coated in sustainability advertising and marketing communications highlights how attitudes have advanced over time. Exterior a pandemic-era deprioritisation, manufacturers have maintained to allocate a constant share of their digital advert spend on their sustainable subjects, indicating that they nonetheless imagine there is a chance to promote these subjects.




By charting sustainable adverts primarily based on the subjects inside their inventive copy, the shift to eco-specificity is obvious in each food and drinks and in magnificence industries. In food and drinks, the plant-based growth was in full swing in 2019. In 2024, whereas plant-based remained a high subject, eco-friendly packaging and accountable farming have moved up the agenda. Key eco and clear claims within the magnificence market have additionally advanced. Following client demand for natural and pure merchandise from individuals on the lookout for the “clear woman” aesthetic, adverts round naturalness peaked in 2023, however in 2024 refillable merchandise have taken centre stage.




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The 4 central pillars of Eco-Specificity
Sustainability continues to be necessary to shoppers and some extent of aggressive distinction from manufacturers. Nonetheless, evolving to handle knowledgeable eco-consumers requires an evolution to a extra purpose-led, eco-specific message.
Manufacturers as we speak have a chance to create a optimistic relationship to sustainability by staking a declare on a sustainable problem, embracing its complexity, creating actual change and finally, rebuilding belief with shoppers.
Reaching because of this manufacturers must champion a sustainability message and combine it right into a long-term technique:
- A Outlined Sustainability Focus
Determine a transparent, actionable environmental initiative that aligns along with your model, steering away from generic claims and easily-manipulated points akin to carbon offsetting.
- Transparency & Proof
Again up claims with tangible actions, or measurable, contextual affect knowledge to construct client belief and credibility.
- Shopper Training
Clearly talk why the initiative issues, the way it advantages the planet, producers and the shoppers (price financial savings, well being advantages, higher merchandise, higher livelihoods), and what function manufacturers and shoppers can play.
- Lengthy-Time period Dedication
Keep away from trend-chasing; as an alternative, combine sustainability into the core of the model’s identification and keep consistency in messaging.
Put Eco-Specificity into motion with Mintel Consulting
Customers’ attitudes in direction of sustainability have advanced considerably over time. Broad brush claims aren’t going to chop by means of with as we speak’s shoppers. Model communications should evolve alongside shoppers’ shifting priorities. This requires a way more focused, particular method to sustainability messaging. That is the place our Mintel Consulting workforce is available in.
We’re right here that will help you and work with you to offer recent views, and create profitable methods tailor-made to your particular person aims.
Just like this Market Intelligence evaluation article, we’ll assist establish methods to face out along with your sustainability messaging whereas uncovering future progress alternatives in your class.
Attain out to the Mintel Consulting workforce as we speak, and we’ll allow you to create a method that units your model up for long-term success.
Within the meantime, obtain your free copy of the complete evaluation of the evolving panorama of sustainability within the commercial beneath!