The World of Brands at a Crossroads

Pressure on companies to operate more sustainably continues to grow. Climate change, political regulation, and rising expectations among consumers have firmly placed sustainability at the center of public and corporate attention. While some brands are regarded as pioneers that have embedded sustainability in their identity for years, others are still catching up step by step. Waiting, however, can prove to be a fatal mistake. Many consumer goods brands have reached a decisive turning point. Sustainability is no longer optional, but mandatory. Companies that succeed in combining environmental responsibility with strong values will emerge from this phase in a stronger position. Those that hesitate, by contrast, risk losing relevance in a future in which sustainability, not least driven by regulation, becomes the new normal.