⭐️ Battling the backlash against sustainability
Our guide to navigating criticism and staying confident in your brand
We’ve all been there. Setting a sustainability commitment internally or publicly, and then realising it just isn’t as achievable as we thought, or we can create more impact using the same resources elsewhere. It’s uncomfortable changing company targets but as long as we are honest about what the challenge was and why the target has changed, it becomes a learning opportunity for others.
That’s not the kind of change of direction we are discussing today. Today, Lexi is going to talk about how to withstand the external pressures that can make you question whether to stay true to your sustainability commitments.
Keep fighting the good fight!
Scroll on to discover:
In Focus: Lexi helps us navigate the post-election sustainability sentiment we are seeing in both businesses and consumers
Resources to follow up with after the Focus piece
Our Weekly Good(s) News roundup!
Bulletin Board: jobs and events that should be on your radar
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> In Focus…
How to Navigate Anti-Sustainability Consumers (and The Cranky Politicians That Fuel Them)
Lexi here, your resident American FTF’er! Well, I grew up in Canada but live in San Diego, CA now. Let me tell you, January’s been a very very imperfect storm of wildfires, painful inaugurations, and national tragedies. Focusing on the Good News that arises each week and taking time for myself is the only thing keeping me sane.
As a climate communications consultant in the US, I’ve tuned into my fair share of conversations lately about how US companies with a strong emphasis on sustainability plan to operate post-election. I’ve heard a lot of resilience come through, and also a lot of discussion about how to navigate speaking to the consumers who don’t want to see sustainability in your company.
For a long time the fear was that consumers would be upset that brands weren’t focused enough on social and environmental sustainability. In the last few years, something shifted. Many are citing a corporate sustainability recession in the US, also felt by those global companies operating in US market
What’s the state of CPG sustainability in the US?
While corporate commitments to net-zero and circular economy initiatives are still growing, so is greenwashing and the number of companies scaling back on their existing carbon reduction and DEI commitments. There’s also been a strong pushback against ESG of all kinds, especially in political circles.
In 2023 though, an Index for New York University saw sustainable consumer packaged goods (CPG) products increase their market share and deliver about “1/3 of all CPG growth, despite representing less than one-fifth of market share.”
Despite what we’re hearing from major tech players, sustainable brands are still speaking out on what they believe in. Here’s what US brands are saying:
Our guide to navigating criticism and staying confident in your brand
🔒 Define and reinforce your brand values
Almost all brands have a set of values somewhere on their website or deep in their Google Drive. However, how many are considering them in their everyday communications on socials, through newsletters, and in the way they speak to partners and customers?
When values are well-defined and consistently communicated, it becomes easier to determine when to address and potential adapt to consumer pushback and when standing firm is the right choice.
Some strong examples:
Veja’s uber-transparent supplier Code of Conduct that details their commitment to fair wages, sustainable sourcing, and environmental impact.
Patagonia’s Core Values that emphasize their commitment to protect our home planet, the justice they seek to support, and the quality they provide
And of course, Tony’s Chocolonely, who makes sure their values are the first thing you see, right from your Google search.
Tony’s has even locked their mission statement (using legal mechanisms), so that regardless of shareholder structure it cannot be altered, similar to the B Corp legal requirement.
When values are clearly stated, it’s easier to stand up to customers, and attract the right ones.
👂 Listen to all voices, not just the loudest
Social media outrage, Google reviews, and one-star backlash will always exist. But do instances of anti-ESG backlash reflect the majority of your customer base? Likely not. A survey of 2,000 Americans revealed that 65% still look for environmental claims when making a purchase and 63% state that it’s important to buy eco-friendly products or support eco-friendly causes.
Listen to customers and their needs, but don’t let fear of disapproval alter what your brand believes in. Consider that those who love what your brand is doing are more often than not doing so in silence.
And when hate is spewed, perhaps we can all take a lesson from Oatly, who launched a website summarizing all of the criticism they received over the years.
⌛ Play the long game
It’s tempting to react to immediate pressures—whether political, economic, or consumer-driven—but real sustainability efforts unfold over years, not weeks.
Take renewable energy contracts: Many companies are locked into Power Purchase Agreements that span a decade or more. Similarly, transitioning to sustainable supply chains requires long-term investments in regenerative agriculture, ethical sourcing, and carbon reduction.
Brands that endure the short-term trends and flip-flopping that takes over the media will be the ones that see true results of their strategic efforts that improve their product, brand, commitment to their values, and ultimately the planet.
🌍 Stay loyal to the planet
Navigating anti-sustainability sentiment requires clarity, patience, and commitment. The data shows that most consumers in the US will still support sustainable brands, even if it doesn’t feel like it.
Is your brand feeling political pressure, and what are you doing about it?
> Follow up with…
Webinar: Ok – Now What? Navigating the Shifting Landscape for Corporate Sustainability After the 2024 US Presidential Election, Sustainable Brands
Webinar: Post-Election Primer: New Policies and New Prospects for Renewables, Schneider Electric
Article: Trump Reverses Climate Policies on the First Day in Office, AIP
> The Good(s) News
🎯 FRANKIE4 announced that since becoming a B Corp they have transitioned to 100% renewable energy, launched a global volunteering program, improved their greenhouse gas emissions measurement, reduced their packaging emissions, and implemented internal integrity programs.
🎯 DePoly, in collaboration with PTI, has successfully created a fully recycled PET bottle using mixed plastic waste. Their advanced recycling process breaks down PET into virgin-grade raw materials, demonstrating a promising closed-loop solution for high-quality plastic packaging.
🎯 Hubbub has launched Borrow Cup, a returnable cup scheme in Glasgow, to cut down on the 388 million disposable cups used in Scotland each year. Partnering with Reposit, Hubbub has made reusable cups available at over 40 locations, including Costa Coffee, Caffè Nero, and Burger King, with a simple borrow-and-return system that rewards users with discounts or loyalty points.
⭐️Ganni A/S has partnered with Ambercycle for a four-year offtake agreement to use Cycora, a next-gen recycled polyester, replacing 20% of its virgin and bottle-recycled polyester use. This partnership supports textile-to-textile recycling at scale, helping Ganni achieve its goal of halving its carbon footprint by 2027.
⭐️ Ingka Investments, part of Ingka Group (which includes IKEA), announced they will be investing over $1 billion to expand recycling infrastructure. To date through their investments they’ve helped recycle 2.7 million tonnes of materials, avoiding 9.4 million tonnes of CO2e.
Have good news? Share it with us - info@followingthefootprints.com!
> Bulletin Board
Jobs in CPG x Sustainability
London, UK - Senior Sustainability Manager - Charlotte Tilbury
Remote, UK - Ethical Trade Project & Membership Manager - Food Network for Ethical Trade
This job doesn’t strictly meet the criteria but we make the rules so we can break them 💁♀️ London, UK - Retailer Partnerships Lead - Provenance
Events
📆 Feb 5 - 5 things you need to know about the new B Corp Standards - Twelve - Virtual
📆 Feb 11 - A Love Letter To Community - Following the Footprints x Patagonia - Manchester
📆 Feb 13 - From Corporate Carbon footprinting to Life Cycle Analysis - Carbon+Alt+Delete - Virtual
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Until next time!
Team FTF
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