Manufacturers and retailers today face mounting pressure from consumers who want products that do good, not just look good. But sustainability doesn't carry equal weight across all product types.
In this article, we’ll explore why sustainable products are important and which categories demand your focus if you want to meet rising expectations and future-proof your business.
The good news? Making your products more sustainable in the right categories doesn't just help the planet. It can make your brand more competitive, attract more loyal customers, and even save costs over time. Let’s dive in.
The importance of sustainable products in 2025 is clearer than ever. Consumers, governments, and businesses all recognise that the planet’s resources are finite. Sustainable products help reduce carbon footprints, minimise waste, and promote ethical supply chains. But beyond doing ‘the right thing,’ they are fast becoming a non-negotiable business requirement. Companies that fail to adapt risk being left behind.
Several factors drive this shift:
The importance of sustainable products isn’t just environmental, it's financial, reputational, and operational too. This growing demand also links to the importance of sustainability and environment when designing products: today’s customers are asking harder questions about materials, production, packaging, and even end-of-life disposal.
Drawing on the 2025 Sustainable Product Index Report, some product categories clearly stand out as "high impact" areas where consumers place the most emphasis on sustainability.
Personal Care Products (83%)
Clothing & Footwear (67%)
Food & Beverages (58%)
Interestingly, durable goods like home appliances or electronics, despite their heavy footprint ranked lower. Likely because they are purchased less often, so sustainability factors aren't always front of mind during the buying decision.
Quick Fact: 59% of sustainability-conscious consumers compare 2-3 products before buying. They’re not just looking at price — they’re looking for proof of sustainability.
Anyone can download a copy to gain access to business insights that are helping manufacturers and retailers benchmark themselves on sustainability issues.
Besides the obvious ones, certain other categories are seeing growing consumer scrutiny:
Even lesser-discussed areas like pet supplies, toys, and office electronics are starting to attract scrutiny, suggesting future opportunities for differentiation through sustainability.
Daily use and the tangible impact of certain product types help explain why sustainability matters more in some categories than others. Consider personal care items, for instance. These are products that come into direct contact with the body every single day. Consumers are especially sensitive to the ingredients used and the packaging they come in, as these factors relate not just to environmental harm but also personal health and wellbeing.
Similarly, clothing and footwear have earned consumer scrutiny due to their well-documented environmental and ethical implications. The rise of fast fashion brought issues like overproduction, microplastic pollution, and exploitative labour practices into the spotlight. As a result, shoppers are now actively seeking out alternatives that are built to last, ethically made, and low in environmental impact.
Food and beverages also feature highly on consumers' sustainability radar. With growing awareness of carbon footprints, food miles, and ethical sourcing, it’s no surprise that consumers are asking tougher questions about how their food is grown, processed, and packaged. The link between what we eat and how it affects both our bodies and the planet is becoming increasingly clear.
This all ties back to the importance of sustainability and environment when designing products: shoppers aren’t just looking at the price tag. They’re evaluating what a product represents and the ripple effects of its production and use.
There’s also an emotional driver at play. When consumers choose sustainable products, they feel they’re making a difference, and that sense of doing good reinforces loyalty. Brands that are transparent and intentional about their sustainability efforts can foster deeper trust and connection with their audience.
If you're a manufacturer or retailer, here’s where to start:
Remember: the importance of sustainable production isn't just about your internal operations, it's about what your customers actually notice and value.
Pro Tip: Align your messaging with what customers actually prioritise. Don't spend all your time talking about your manufacturing process if consumers care more about what the product is made from!
Consumers are increasingly savvy when it comes to spotting vague or exaggerated sustainability claims. If you're producing goods in categories where sustainability matters most, like personal care, clothing, or food and beverage, it’s especially important to communicate your efforts clearly and honestly.
Let’s take personal care products. Brands like Wild Cosmetics have built their entire offering around reducing single-use plastic and promoting reusability. Their refillable deodorants use compostable inserts and a durable metal case, with the website outlining exactly how and where their products are made. Their communication feels genuine because it goes beyond slogans. It tells a story of continual improvement.
In clothing and footwear, Finisterre stands out for its commitment to transparent supply chains and ethical production. Based in Cornwall, they’re upfront about where their organic and recycled materials come from, and they publish in-depth features about their sustainability journey. They also offer a repair service and resale platform to extend the life of garments, communicating a long-term view of sustainability that customers trust.
Over in food and beverages, Abel & Cole delivers organic groceries across the UK using returnable packaging and a highly transparent sourcing model. They routinely highlight the farms and producers behind their products, explaining why those choices matter and how they impact the environment. Their messaging is friendly, accessible, and backed by consistent practices. It is a perfect example of how to avoid greenwashing while building strong brand loyalty.
Whether you’re in personal care, fashion, or food, the key is specificity. Avoid generic phrases like "eco-friendly" unless you can back them up. Use recognised certifications such as FSC, Fair Trade, and GOTS, and be willing to show where you’re still improving.
Ultimately, consumers want to feel confident that the sustainable choices they’re making are genuine. Clear, honest, and category-specific communication helps you build that trust and avoid the common pitfalls of greenwashing.
Sustainability is no longer a niche differentiator, it's a basic expectation. But not all products are judged equally. If you're starting or accelerating your sustainability journey, focus first where your customers care most: personal care, clothing, food, and everyday consumables.
Focus your efforts strategically. Make real, measurable improvements. Educate authentically. And invite your customers along for the ride, they'll thank you for it.
You don’t have to do everything at once. Start where it matters most and shout about it with honesty and pride.
Action Step: Review your product range. Are you focusing your sustainability efforts on the categories where they will make the biggest impact?
Sustainability is a journey, not a checkbox. But every product you make more sustainable today is an investment in a stronger, healthier, more resilient business tomorrow.
