COP28: Sustainability strategies for FMCG brands

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Do brands need to lead even more on sustainability after COP28? Following hard hitting words from Samoa and Pacific Climate Warriors activist Brianna Fruean with many saying the deal hasn’t gone far enough, will consumers expect less or more from brands? In a world where consumers are getting savvy about greenwashing and going all-in on eco-consciousness, FMCG brands may find themselves in the hot seat.

Sustainability is not just a trendy buzzword; it should be at the heart of every business. Brands should align their sustainability strategies with their core objectives and communicate them in a way that resonates with their audience. Speak plainly, use everyday language, and share your journey – the good, the bad, and the ugly. All while backing up your claims with hard evidence.

The Clean Plate Report

In partnership with Earth & Wheat, the wonky bread, fruit, and veg box brand, we developed ‘The Clean Plate Report’. The report doesn’t just stay within the brand’s boundaries but tackles the pressing issue of food waste on a broader scale. The report gets into the nitty-gritty by looking at the attitudes and actions of 2,000 consumers in the UK and shines a light on how people play a role in food waste. It threw out some interesting stats including 1/5 admit they don’t know the environmental impact of food waste^[1], and despite stereotypes of the younger generation being the eco warriors, they aren’t quite leading with action as older generations are more likely to make sustainable food choices than millennials (62% vs 25%)^[2].

The report doesn’t just point out the problem; it also offers practical personal solutions to food waste that go beyond the brand. We worked with Dr. Joseph Poore to add a vital layer of credibility and expertise to the findings. As a communications agency with expert experience in food sustainability, this initiative is a testament to the power of collaboration and research in addressing an issue like food waste and ultimately encouraging positive change.

Don’t Melt David

When the team at TENZING asked us to help launch its sustainability pledge, we needed to create cut through whilst ensuring the integrity of the pledge and the brand’s sustainability mission. Our strategy focussed on bringing to life the issue of climate change through creativity not worthiness, which resonated with media and consumers. We had the amount of ice an average UK consumer melts of arctic ice every two weeks calculated. We then used this to create a giant ice bust of Sir David Attenborough, which appeared across a number of key national media outlets including prime time morning TV. We made the message simple, transparent and impactful, which is essential in sustainability comms. 

We know that FMCG brands play a crucial role in shaping a sustainable future. As we look beyond COP28, the real winners will be those that recognise this requires embracing sustainability as a core part of your business and communicating your strategy effectively.

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[1] Earth & Wheat, Censuswide, 2,000 national representative, April 2023

[2] Earth & Wheat, Censuswide, 2,000 national representative, April 2023

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