CPG Companies: Combine Health and Sustainability for Growth
Leaning into the crossover of health and sustainability could help CPG brands stand out.
The sustainability movement is in a tricky spot. A rightward shift in politics is de-emphasizing environmental and social progress goals. Higher prices continue to pinch budgets. New technologies like generative AI are taking up executives' attention.
Indeed, recent Bain research finds that global CEOs' prioritization of sustainability has quickly fallen, with "disruptive technology, growth, inflation, and geopolitical uncertainty" sitting atop their agendas.
Thus, Bain explains, many sustainability efforts are in what's known as the "trough of disillusionment" from the Gartner Hype Cycle.