Sustainability.
It’s one of those topics that makes most founders groan into their brew. It’s important, it’s everywhere, and it feels like everyone else has a smoother answer than you.
IGD’s 2026 trend summary leans heavily into packaging, carbon and animal welfare claims. And yes, they all matter.
But for most brands, sustainability isn’t a lack of action, it’s a lack of clarity.
You don’t need to be a fully certified eco-warrior brand with a film crew documenting your carbon journey. But you do need to be:
- honest
- consistent
- and easy to understand.
And that’s where a lot of businesses wobble.
Shoppers don’t want the science, they want to know they’re doing good
Most people aren’t reading the full Life Cycle Assessment (LCA) reports.
They just want to feel good about the decision they’re making.
Saying less but with clarity, is often better than saying lots of jargon.
If you pack has six sustainability claims, the shopper won’t remember any of them. Give them one clean line that they can relate to and remember.
Buyers want confidence you can explain in your choices
The IGD don’t say it outright but retail buyers want consistency and accountability.
They want to know:
- why your packaging is the way it is
- Which improvements you’re prioritising
- How you’ll talk about sustainability without overclaiming
- And that you won’t trip them up with vague messaging.
“We’re working on it” is not what they want to hear. They want three bullet points you can defend in the meeting.
Preparation beats perfection
Sustainability doesn’t have to be a sweeping overhaul. It can be:
- reducing weight where you can
- calling out animal welfare clearly
- sourcing a raw material more responsibly
- switching to a simpler, more recyclable format
Small steps look confident when they’re communicated clearly.
And trends for 2026 show that visible changes matter more than “grand but invisible” ones.
DRS is coming back into the spotlight
Deposit Return Schemes are inching forward again – and even though the timelines are messy, buyers will absolutely be asking questions around this in 2026.
You need to show you understand:
- what’s being proposed
- how it might affect your packaging choices
- and how you’ll stay flexible as the regulations take shape.
If you can show retailers you’re aware, prepared and not burying your head in the sand, you’ll already be ahead of half of your competitors.
Sustainability is overwhelming – but your message doesn’t need to be
You need three things to look credible:
- One clear sustainability message – not six or twelve. One.
- Two honest improvements you can stand behind. Even small ones are OK.
- A simple way to explain your choices because the ability to communicate is just as important as the actions themselves.
If you want help simplifying your sustainability story so retailers (and shoppers) get it fast, I can support you with that in mentoring or through my strategy work.
