Decoding the complexity of sustainability

This recent article from Food Business News highlights something our industry has known for a long time. People genuinely want to make sustainable choices, but they often do not know how to interpret the language companies use. Sustainability terms can be confusing, and when information feels vague or inconsistent, trust begins to slip.

This is where clear evidence and responsible communication become essential. Consumers respond when brands explain sustainability in a way that feels real, personal, and grounded in everyday impact. They want to understand how their choices support healthier communities, better working conditions, and stronger environmental outcomes. They also expect companies to back their claims with credible data.

The article also points to a practical barrier. Even well intentioned consumers are influenced by price, convenience, and habits. If sustainability feels difficult or too expensive, it becomes secondary. This places responsibility on companies to design products and packaging that support responsible choices without added burden.

For businesses, the path forward is straightforward. Make claims that can be proven. Share data openly. Invest in verification and certification. When companies pair ambition with transparency, they earn trust and help consumers take meaningful action. Sustainability becomes much more powerful when it is simple to understand and supported by evidence.

Learn how Intertek can help your organization no matter where you are on your sustainability journey by visiting us at intertek.com/sustainability.