What Most Brands Get Wrong About CPG Sustainability
Many brands think sustainability means switching to paper straws and calling it a day.
But CPG sustainability is bigger. It touches how you source, make, ship, and even market your product.
The brands winning in 2025 are doing more than changing materials.
They’re building trust by sharing how and why they’re making changes.
What CPG Sustainability Actually Looks Like Today
Here’s what real sustainability in consumer packaged goods includes:
- Smarter packaging (yes, but not the only thing)
- Supply chains that reduce harm
- Energy-efficient production
- Fair labor and sourcing practices
- Products designed for less waste
- Real transparency and reporting
This is no longer a “trend.” It’s what buyers, retailers, and investors now expect from serious brands.
So How Do You Talk About It Without Sounding Fake?
Sustainability is hard. If you overpromise, people call it greenwashing.
If you under-explain, people think you’re hiding something.
The solution: Be real. Be visual. Be clear.
Here’s how some top brands are doing it:
Real-World CPG Sustainability Examples (With Sources)
1. Danone – Recyclable Yogurt Packaging
Danone introduced yogurt pots made with 30% recycled PET (r-PET) for its Light & Free Fruit range, aiming to reduce plastic waste. Fost Plus
2. Dove (Unilever) – Refillable Deodorant Packaging
Dove launched its first refillable deodorant with a durable stainless-steel case, designed to minimize plastic use and promote reuse. Packaging World+2Unilever+2Strategy Online+2
3. Nestlé – Regenerative Agriculture Initiatives
Nestlé is investing in regenerative agriculture practices, including a partnership to support U.S. wheat farms supplying its DiGiorno brand, aiming to improve soil health and reduce carbon emissions. Food Dive+2Home+2Press Release Services+2
4. Seventh Generation – Zero-Waste Commitment
Seventh Generation committed to phasing out large-format liquid laundry detergent bottles by 2030, transitioning to more sustainable, concentrated formats to reduce plastic waste. PR Newswire
5. Mondelēz International – Sustainable Cocoa Sourcing
Through its Cocoa Life program, Mondelēz International plans to invest $1 billion by 2030 to work with approximately 300,000 farmers, aiming to source cocoa sustainably for brands like Cadbury and Oreo. Mondelez International+6Mondelez International+6ESG Today+6
How to Start Sharing Your Own Sustainability Mission
Even if you’re not “done” yet, there’s still a story to tell.
Here’s what you should focus on when building out your messaging:
- What you’ve already changed
- What you’re working on now
- What your goals are
- Why it matters to your team or customers
Avoid buzzwords. Show real actions and invite your audience into the journey.
What Cool Nerds Marketing Helps With (And What We Don’t)
We don’t develop sustainability strategies.
We’re not going to tell you how to source or package your product.
But if your brand is already doing the work—we help you spread the word:
- Content that tells your story clearly
- Social campaigns around your sustainability goals
- Creative for packaging, ads, or videos
- Visuals that make your mission feel real
The goal is not to say “look at us.”
It’s to help your audience say “I trust this brand.”
Final Word: You Don’t Need to Be Perfect. Just Honest.
Sustainability isn’t about being flawless. It’s about being committed, clear, and consistent.
If your brand is already doing the hard work behind the scenes, make sure that work shows up on the surface too.
Cool Nerds can help you make that happen.
