Escaping the sustainability trough of disillusionment

Progress isn't a straight line forward, and right now, the sustainability movement is in a bit of a rough patch.

For instance, nearly half of the companies that report on emissions targets through CDP are falling short of their goals, according to Bain. At the same time, many CEOs are dialing back on sustainability priorities, shifting focus to issues like inflation or emerging technologies like AI.

As Bain notes, we're in the "trough of disillusionment" on the Gartner Hype Cycle.

In other words, after a lot of ambitious goals and some meaningful progress, there's been significant slippage.

So how do we climb out of this trough? One way is to position sustainability not just as a moral imperative but as a win for consumers, too.

For CPG brands, that often means connecting sustainability with health, such as by highlighting how regenerative agriculture can boost nutrient density.

Even if you're not in the CPG space, understanding how to communicate sustainability's value beyond just environmental contexts is key.

To make real progress, we need to meet consumers where they are—and that often means emphasizing the broader benefits sustainability offers.

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