Sustainability is top of mind for both consumers and brands. A recent report by McKinsey found products with ESG-related claims averaged 28% growth over the past five years, versus 20% of products with no such claims. As brands continue to make commitments to more environmentally friendly product offerings, those practices need to be deeply instilled within the organization in order to establish consumer trust. 

Kantar’s Sustainability Sector Index uncovered that 52% of people say they have seen, or heard, false or misleading information about sustainable actions taken by brands. Avoiding such accusations of greenwashing is not a task to be siloed to one department. In order to avoid misrepresentation with how "sustainable" a brand’s products are, it must consider how to go beyond simple high-level or broad product claims, and instead bring a holistic approach to efforts across the organization. By doing so, brands are able to communicate a much deeper commitment and roadmap that consumers will trust. 

Manufacturing, ingredient sourcing, packaging and philanthropic efforts all play a role in the wellness industry’s efforts to establish and meet its sustainability goals. 

Look Internally to Upgrade Manufacturing & On-Site Changes: 

One of the more complex and sometimes financially intensive sustainable changes a business can undertake is within its own on-site operations. However, the long-term benefits outweigh any short term hurdles. Working towards initial manufacturing certifications such as ISO 14001, from the International Organization for Standardization, provides the practical tools to approach environmental issues. By establishing and maintaining an Environmental Management System with this certification, wellness brands can improve their sustainability performance with tangible strategies. 

On-site renewable energy upgrades are an investment for an organization’s long term environmental footprint on the operational side. Integrating renewables such as solar panels can reduce energy costs, provide more energy security, and provide potential tax benefits. Identifying the best renewable energy tactics will differ from each organization, but are worth considering in order to reach larger sustainability targets. 

Ingredients & Packaging Remain a High Priority  

When it comes to selecting wellness products that consider the environment, consumers are looking at ingredients and packaging. In a recent survey, nearly 55% of consumer respondents shared they are extremely or very concerned about the environmental impact of product packaging. Addressing plastics is an effective way to ease those concerns. Switching from plastic bottles to 100% PCR (Post Consumer Recyclable) bottles can address what is ultimately the "elephant in the room" for many CPG brands. While product packaging changes are never an overnight transition, communicating the shift in packaging and the timeline to accomplish the transition across the entire product portfolio will convey a brand’s intention.

What’s inside the packaging is just as important. Wellness brands and Natural Products brands have a commitment to provide the utmost quality ingredients to support the claims they align themselves with. The environmental impact of those ingredients are a significant consideration as a result. Where ingredients are sourced matters, and brands can work with suppliers to identify the impact of each ingredient to ensure any on-pack claims are verifiable, whether it's “sustainably sourced,” “minimally processed,” or “climate friendly.” This necessary step will ensure brands can arm themselves against greenwashing with accurate ingredient data, and ultimately allow for better communication around sourcing practices. 

Align Philanthropic Efforts to Your Sustainability Commitments:

Wellness brands can bring their emphasis on the environment full-circle by aligning its philanthropic work with organizations that are active in initiatives that are directly in line with the business’s processes, production, or sourcing practices. At Trace, the brand is actively involved in the legislation that holds mineral extraction companies accountable for their water usage from the Great Salt Lake. In keeping with its commitment to operate as a responsible member of the Utah business community, and within the mineral and supplement industry, Trace works with local nonprofit organizations and legislation efforts to ensure the natural resources it utilizes from the lake to develop its products are preserved, protected, and regulated. Having a voice and being an active member in efforts such as this, that align with a brand’s own environmental initiatives, is a powerful demonstration of its environmental pledge. 

A commitment to be more environmentally conscious and become a more sustainable business is no longer communicated with short slogans or vague statements. Consumers are eager to hear from the brands they love about the work being done to uphold those public statements or on-pack claims. Wellness brands are well positioned to bring consumers on the journey and tell the story of their end-to-end commitments to do better and be better. In doing so, wellness brands can instill trust and transparency with customers, and encourage brand loyalty.