The strategy
FMCG sustainability strategy is pulled in every direction: shoppers want value, regulators want proof, retailers want execution, and the business wants growth. In a more complex and less predictable environment, the challenge is knowing which decisions will deliver.
The heat is on
Climate change is becoming personal. Regulation is a commercial reality. What comes next for FMCG?
The heat is on for sustainability, driven by extreme weather, new EU regulations, and shoppers who now feel its impact firsthand alongside value, quality, and trust. The challenge for brands and retailers is no longer whether sustainability matters, but how to make it a source of value shoppers actually recognize and choose. Join us to explore what's driving this shift and which sustainability strategies can unlock real, shopper-led growth.
- Date: 13 October 2026
- Time: 11:00 CEST
Who Cares? Who Does?
Dive into how sustainability influences shopper choices and FMCG and retail business growth across nine European markets.
Gain key insights from the latest Who Cares? Who Does? Sustainability study highlighting the accelerating role of sustainability in driving lifestyle and product choice. Explore eight years of data tracking evolving sustainable behaviors and eco segment trends. Link eco types with verified purchase data to see what sustainability-driven shoppers are truly thinking and buying.
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See how leading manufacturers and retailers — from Unilever to FRoSTA — use YouGov's shopper insights to guide product launches and category strategy, backed by real results like a 7.8% market penetration and €5.2m in first-year sales.
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Willeke Brokking, CMI Lead Home Care, Unilever
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