Imagine you are walking into a superstore and picking up a product. How often do you stop and think, Where did this come from? How was it made? More and more people are asking these questions, and their answers are reshaping the future of brands. Sustainability isn’t just a “nice to have” anymore—it’s the driving force behind how businesses operate and connect with their customers.

Today, consumers want more than products. They want purpose.  They want to know that the brands they choose share their values and are doing their part for the planet. The more interesting thing is that this isn’t just wishful thinking. Studies show that over 70% of global consumers are willing to spend more on sustainable products. For brands, this shift represents a massive opportunity as well as a critical challenge. Yes, while it’s not yet widespread in Bangladesh, the shift has begun, and progress is underway.

What Does Sustainability Really Mean for Brands?

Sustainability isn’t about making grand promises; it’s about action. It’s about running a business that thrives without harming the planet or people. I can mention that for FMCG brands, this often involves using eco-friendly materials, cutting carbon emissions, or adopting responsible sourcing practices.

I can take Unilever, for example. Their “Sustainable Living Plan” is more than just a tagline; it’s a business model designed to reduce their environmental footprint while improving lives globally. On a local level, Bangladeshi powerhouse Pran-RFL has integrated solar energy and water conservation into its manufacturing processes. These brands are proving that sustainability isn’t reserved for the elite; it’s for everyone, everywhere.

Why Sustainability is Good Business

Let’s clear something up. Sustainability isn’t just a moral choice; it’s a smart business move. Brands prioritising sustainable practices often save money in the long run. Renewable energy cuts costs. Recycled materials reduce waste. Streamlined supply chains become more efficient.

And it doesn’t stop there. Brands that are serious about sustainability tend to win consumer loyalty. In fact, many shoppers are willing to pay more for products that align with their values. I would take the example of IKEA, which has committed to becoming a fully circular business by 2030. This means that every product will be designed with reuse, recycling, or repurposing in mind.

How Sustainability Shapes a Brand’s Identity

Visualise that you walked into a superstore and chose between two brands of coffee. One boasts its rich flavor and affordable price, while the other tells you a story: it’s grown by small farmers using eco-friendly practices, with packaging made from biodegradable materials. Which one would you choose? Chances are, the brand with the compelling sustainability story would capture your attention—and your loyalty.

Sustainability has become more than a trend; it’s a movement shaping how consumers perceive and connect with brands. Take Patagonia, for example. Known for its outdoor gear, the brand doesn’t just sell jackets and backpacks—it sells a mission. From promoting secondhand gear to donating profits to environmental causes, Patagonia has woven sustainability into its very fabric. Its bold campaign, “Don’t Buy This Jacket,” encouraged people to think twice about consumption, creating an identity prioritising values over profits.

Another inspiring example is IKEA, the Swedish furniture giant that has embraced sustainability at every level. Its mission is clear: to create a better everyday life for the many people while protecting the planet. From investing in renewable energy to promoting circular economy practices like furniture recycling, IKEA’s sustainability initiatives are central to its brand identity. When customers buy from IKEA, they’re not just purchasing a product—they’re supporting a vision for a more sustainable future.

Sustainability shapes a brand’s identity by turning values into action. It’s not just about reducing carbon footprints or using eco-friendly materials—it’s about telling a story that consumers want to be a part of. Brands like Coca-Cola, with their “World Without Waste” initiative. Bangladeshi superstores, Shwapno, and Daily Shopping are swapping plastic bags for jute packaging.

Procter & Gamble’s “Ambition 2030” program is a shining example. They’ve focused on reducing virgin plastic use and making all their packaging recyclable. On the other hand, Bangladeshi brand Fresh by Meghna Group has swapped plastic for eco-friendly jute in some of its products. These moves aren’t just about the environment; they’re about building a deeper connection with consumers who care about the planet.

Nestlé is setting the pace for sustainability in the FMCG sector through its “Net Zero Roadmap,” aiming to achieve net zero emissions by 2050. They have switched to responsibly sourced ingredients for products like Nescafé and KitKat while investing in regenerative agriculture. Additionally, Nestlé has made significant strides in packaging, introducing paper-based wrappers for its Smarties chocolates and replacing billions of plastic wrappers globally.

All these initiatives show how sustainability creates an emotional connection with customers. These stories make a brand memorable, trustworthy, and relevant in a world where every purchase is a statement of values.

Now, I strongly emphasis on issue that it’s not enough to be sustainable. Brands need to share their stories in ways that resonate. People love a good story, especially one that shows progress, transparency, and impact. When done right, these narratives turn casual customers into lifelong advocates.

 Actionable Steps for Brands

If we want to Integrate sustainability into branding, it requires a comprehensive strategy. Here are practical steps FMCG brands can take to lead in sustainability:

1. Eco-Friendly Product Design: Focus on designing products that are durable, biodegradable, or made from recycled materials. I can mention here Unilever Bangladesh as an example, which has started using recycled plastic in the packaging of its Lifebuoy soap, reducing plastic waste while promoting hygiene.
2. Transparency in Sourcing: at the end of the day, consumers value honesty. Clearly communicate the sourcing of raw materials and the steps taken to ensure ethical practices. For example, internationally, Nestlé provides detailed supply chain transparency, especially for its cocoa and coffee products.
3. Collaboration with Stakeholders: Partnering with NGOs, governments, and communities can amplify sustainability efforts. In Bangladesh, PRAN Agro Ltd collaborates with local farmers to promote sustainable farming techniques, ensuring better productivity and income for farmers.
4. Certifications and Compliance: Obtaining certifications like Fair Trade, Rainforest Alliance, or ISO standards builds credibility and trust.
5. Consumer Engagement: Educating consumers on sustainability and how their choices impact the environment is essential. Initiatives like “bring back used packaging” schemes or discounts for eco-friendly purchases create interactive brand relationships.

 Challenges and How to Overcome Them

While sustainability offers immense benefits, it is not without its challenges:

• Perception of High Costs: Sustainable materials and processes can seem expensive upfront. However, economies of scale and innovative technologies often make them cost-effective over time.
• Greenwashing Concerns: it sometimes happens that consumers are increasingly skeptical of brands falsely claiming sustainability credentials. Authenticity, backed by measurable results and third-party validation, is key to overcoming this hurdle.
• Limited Resources for Smaller Businesses: it is another concern that SMEs may lack the resources to implement large-scale sustainability programs. I will say, in such cases, collaboration with government bodies and NGOs can provide much-needed support.

The Future of Brands and Sustainability

The future of FMCG brands lies in innovation and bold sustainability commitments. Emerging trends include:

• Circular Economy Models: Brands like Coca-Cola are working toward a “World Without Waste” by ensuring all bottles are recyclable.
• Regenerative Practices: Moving beyond conservation to actively restoring ecosystems through sustainable agriculture and forestry.
• Adopting Renewable Energy: Utilising solar and wind energy to power manufacturing plants.

I can easily say that technology plays a pivotal role in this transformation. AI-driven analytics can optimise supply chains, while blockchain ensures transparency in sourcing. In Bangladesh, the government’s push for renewable energy adoption in industries, banning plastic bags, presents an opportunity for FMCG brands to lead the way.

A Call to Action for Brands

Sustainability isn’t just the right thing to do—it’s the only way forward. Today’s consumers are looking for more than products; they’re looking for brands they can believe in. Therefore, by making sustainability a cornerstone of their strategy, companies can create a legacy that goes far beyond profits.

For Bangladeshi brands like PRAN, ACI, Square, Meghna the opportunity is immense. With a mix of innovation, collaboration, and authentic storytelling, they can inspire change on a global scale.

So, here’s the challenge: How will your brand step up? Every choice matters, and every action has the power to transform. Let your brand be the one that doesn’t just keep up with the future—rather shapes it.

Author: A.K.M. Moinul Islam (Moin)