For years, some plant-based brands have leaned on an unspoken assumption: ‘because our products are lower impact, we don’t need to say much more.’ But that logic no longer holds.
Today’s consumers are savvier, more sceptical, and more demanding. Many already assume that plant-based foods are more sustainable – and they want to know how. They’re asking tough questions. Where are the ingredients sourced from? What about packaging? A recycled colour palette and vague green claims no longer cut it – and in many cases, they undermine trust.
In a world where almost every brand is talking sustainability, the ones who stand out are those who communicate it not as a side note, but as a central part of who they are. That doesn’t mean shouting about every initiative. It means having a clear point of view, being transparent about trade-offs, and showing progress without claiming perfection.
Some of the most impactful examples aren’t the flashiest. A carbon label on the front of a carton. A blog post outlining packaging dilemmas. A cheeky social media post acknowledging a less-than-ideal ingredient. These aren’t polished campaigns – they’re brand behaviours. And that’s what consumers are tuning into.
What’s also becoming clear is that sustainability means different things to different audiences. For some, it’s climate impact. For others, it’s biodiversity, animal welfare, or fairness in the supply chain. Plant-based brands need to know who they’re speaking to – and how to tailor their message without diluting their values.
In ProVeg International’s latest New Food Hub article, they explain how they’re seeing more companies move away from generic ESG statements and toward distinct, values-driven narratives. The shift is subtle but significant. It’s the difference between ticking a box and building a movement.
Getting sustainability messaging right isn’t just a communications task – it’s a commercial advantage. It builds trust, opens doors to retail partnerships, and makes price premiums easier to justify. But it requires more than good intentions. It demands strategy, self-awareness, and the courage to speak with clarity in a noisy world.
For practical insights on building a brand identity that puts sustainability at its core – and makes it work for your bottom line – head to the New Food Hub to read the full article. You can also get more support from ProVeg’s experts at [email protected].
