Consumers Want Clear, Functional Sustainability Claims
The study found that consumers tend to respond best to sustainability messaging that aligns with product quality and everyday use. When sustainability is presented as a core feature rather than a vague ideal, it increases relevance.
For example, messages that describe how a product reduces waste or uses fewer natural resources resonated more than broad environmental statements. This suggests that restaurant groups and suppliers may benefit from framing sustainability in terms of operational benefits, such as durable packaging or reduced sourcing costs, rather than emphasizing distant ecological impacts.
Top Messaging Themes: Functional, Personal, & Practical
Among 25 tested sustainability messages, those that were most effective shared several characteristics. They communicated specific product features, suggested a positive personal impact, or highlighted tangible environmental outcomes.
Five message types stood out:
Functional Utility – Describing how the product works to prevent waste or uses fewer materials.
Low Impact Design – Showcasing minimal environmental disruption in production or use.
Product Stewardship – Reinforcing that the brand designs with long-term sustainability in mind.
Human Benefit – Tying sustainability to health or well-being outcomes.
Circularity – Emphasizing reusability, recyclability, or renewable content.
Foodservice suppliers can adopt similar language when marketing to operators, highlighting features such as compostable materials, waste reduction systems, or energy-efficient packaging.
Avoiding Abstract Language Is Key
The report cautions against using vague or technical language to describe sustainability efforts. Terms like “green” or “eco-conscious” performed poorly unless paired with specific product-level explanations. Consumers showed greater trust in claims they could verify or visualize.
For restaurant operators and procurement teams, this implies a need for clarity when evaluating supplier materials. Likewise, distributors and manufacturers should equip their sales teams with direct, fact-based language that connects sustainability with usage and operational performance.
Credibility Comes From Tangibility
Consistency Across Touchpoints Strengthens Impact
The study also highlighted the importance of consistency. Sustainability claims that aligned across packaging, website, and in-store messaging were more persuasive. Mixed messages such as highlighting recyclability in-store but not on the product undermined credibility.
For operators working across multiple locations or sourcing platforms, this underscores the need to align sustainability language across all customer-facing and internal communication channels.
As the food industry continues adapting to environmental pressures and shifting consumer values, clarity and credibility will play a defining role in how sustainability claims are received. Grounding messaging in tangible benefits and proven product features can help foodservice stakeholders stand out in a competitive, conscientious market.
