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The urgency of the climate crisis and the need for more balanced economic development place sustainable products at the center of future consumption discussions

More than just a trend, this represents a new way of producing and consuming—one that takes into account social, environmental, and economic impacts.

What are sustainable products?

Sustainable products are those developed with consideration for their social, environmental, and economic impacts throughout their entire life cycle. This means that from raw material extraction to disposal or recycling, these items are designed to minimize environmental harm and promote responsible consumption. They reduce the demand for natural resources, adopt clean technologies, promote decent working conditions, and encourage the circular economy.

“They are products that respect the planet’s environmental limits,” explains Isabella Cavinatto Salibe, Sustainability Manager at the Brazilian Packaging Association (ABRE).

In addition, sustainable products can have a positive impact on local communities.

“The production chain of sustainable goods considers labor rights and value distribution. Beyond philanthropic actions, it’s essential to generate shared value, such as partnerships between companies and schools to train professionals and generate income for the community,” says Marta Camila Carneiro, professor of the ESG MBA at FGV.

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The importance of sustainable products for the environment

Sustainable products help preserve the environment by reducing the extraction of natural resources, minimizing waste, and decreasing pollution. By using recyclable materials, renewable raw materials, and more efficient production processes, they can help protect ecosystems and address the climate crisis.

The planet is already facing the depletion of natural resources, and traditional production is becoming increasingly expensive due to the consequences of environmental imbalance. Companies that adopt sustainable practices not only contribute to nature conservation but also ensure the continuity of their operations.

“Businesses must consider the risks of climate effects and invest in technology to ensure the sustainability of their processes. For example, a beverage company must ensure access to water in sufficient quantity and quality to maintain its production,” explains Marta Camila Carneiro from FGV.

The market, attentive to the technologies in which companies invest, evaluates their ability to maintain sustainable industrial processes—especially in times of scarcity.

In this context, sustainable products that respect the planet’s environmental limits are key to long-term viability.

“Those that do not align with these limits need to be rethought to ensure a more balanced and viable future,” says Isabella Cavinatto Salibe from ABRE.

In addition to contributing to environmental preservation, adopting sustainable practices strengthens a company’s reputation, making it more resilient to new ESG (Environmental, Social, and Governance) regulations and better prepared to seize opportunities in emerging markets that value sustainability.

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Sustainable products vs. eco-friendly products

Although the terms “sustainable” and “eco-friendly” are often used interchangeably, there is a subtle distinction between them. Eco-friendly products primarily focus on minimizing environmental impacts, while sustainable products take a more holistic approach, also considering social and economic aspects.

In other words, a sustainable product not only respects the environment but also promotes social benefits and is economically viable.

In this context, a product can be considered more sustainable than another when it meets various ESG-related demands.

“True sustainability lies in the balanced integration of these three pillars, ensuring that the production and consumption of the product are responsible and aligned with a fairer and more balanced future,” says the ESG MBA professor from FGV.

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The transition to sustainable products across industries

This shift is happening in various sectors. Some examples include:

• Solar panels and other renewable energy sources
• Clothing made from organic cotton, recycled fabrics, and cellulose-based materials
• Vegan hygiene products
• Recycled construction materials and building methods that use natural lighting
• Electric vehicles and sustainable transport modes like shared bicycles
• Reusable and biodegradable packaging

An overview of sustainable product consumption

The market for sustainable products has shown significant growth both globally and in Brazil. A 2024 by PwC with 20,000 people in 31 countries revealed that 46% are already buying sustainable products as a way to reduce negative environmental impacts.

“We need more investment in technology and greater awareness from governments and businesses to establish sustainability as a model of competitiveness,” says Marta Camila Carneiro, ESG MBA professor at FGV.

For Isabella Cavinatto Salibe from ABRE, it’s also essential to make sustainable options more attractive to consumers. “If the sustainable solution is more difficult, expensive, or less convenient, it will hardly be adopted on a large scale,” she says.

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The role of companies in sustainable products

The pursuit of sustainable products is not just a market trend but a necessity to ensure business continuity and the preservation of the planet. For this to happen, it is essential that companies not only optimize their production processes but also educate consumers about their role in the circular economy.

In Brazil, ABRE developed the Lupinha QR Code, a consumer guidance system for the proper disposal of packaging, curated by recycling cooperatives. This initiative reinforces the importance of involving the entire consumption chain in building a more sustainable future.

At ��������, for example—a pulp and paper manufacturer—there is a strong focus on promoting products made from renewable raw materials that can replace petroleum-based items like plastic, which are finite and depleting in nature.

The company has been working to reduce the consumption of natural and chemical resources in its production and to repurpose production waste, such as paper trimmings, for other uses. Learn more on the Products and Brands page.

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Discover ��������’s sustainability practices

Conclusion

The transition to sustainable products is not only an environmental necessity but also an increasingly strong demand from the market and society. Conscious consumers play a key role in this process by choosing brands and products that respect the environment and promote social justice.

For companies, investing in sustainability means not only meeting new market demands but also building a solid reputation, acting with a long-term legacy in mind, and connecting with an increasingly engaged audience that cares about the future of the planet.

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