Avoiding grocery greenwashing: How to activate sustainability effectively

Callum Saunders

With sustainability more a concern to consumers, grocery brands need to avoid ‘greenwashing’.

With such heightened levels of environmental awareness, sustainability has become a critical focus for every marketing professional, regardless of what sector they work in.

But the ‘fast-moving’ in fast-moving consumer goods means that FMCG and grocery has perhaps endured a harsher spotlight than others, with both shoppers and retailers vocal in their demands for positive action.

Corporate social responsibility has shifted from a self-regulated process of accountability to a business ‘behaviour’ that grocery shoppers not only expect; it’s one they actively want to participate in through the products that they purchase.

‘Activating’ sustainability presents a huge opportunity for forward-thinking grocery...

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