Consumer demand has emerged as a powerful catalyst, compelling corporations worldwide to integrate sustainability into their operations. Surveys indicate that nearly nine out of ten corporate leaders view consumer and market trends as key forces shaping their sustainability strategies. Nearly half of global consumers now pay a premium for sustainable or socially responsible products over the past year. A shift in consumer expectations is also prompting ethical sourcing and greener materials, with many brands adopting biodegradable packaging and certified sustainable ingredients. Globally, consumers increasingly believe companies hold the greatest responsibility for sustainability challenges, yet they also recognize their own role in influencing outcomes, particularly through packaging and emissions choices.

In industries such as luxury and beauty, consumer awareness has driven notable changes. Brands like Estée Lauder and Aveda are increasing the use of recycled content in packaging, while Origins incentivizes customers to return empty containers for reuse or recycling. In the luxury sector, nearly a quarter of consumers regard a brand’s environmental policies as mandatory in purchase decisions, prompting brands to issue sustainability-linked bonds and enhance supply-chain transparency.

Unilever exemplifies structural change driven by external demands, entering partnerships with major retailers like Walmart to reduce Scope 3 emissions across supply chains. Research further shows that transparent and trustworthy green marketing can effectively shift consumption patterns, provided it avoids greenwashing. Studies confirm that clear communication of corporate ESG practices builds brand trust, which in turn increases consumers’ intent to purchase sustainable products.

In India, growing consumer willingness to pay more for eco-friendly products—especially among young generations—is catalysing adoption of sustainable packaging and ethical sourcing by local FMCG companies. Many Indian brands are introducing biodegradable cartons, strengthening supplier partnerships, and working to reduce emissions and maintain transparency.

Thus, the interplay between consumer expectations and corporate behaviour forms a reinforcing cycle encouraging sustainability. As consumers become more informed and vocal, companies face increasing pressure to embed environmental and social responsibility into their models. These dynamic holds promise for guiding the global economy toward a more sustainable future.