Proof in the Label:How Sustainability Certifications are Shaping the Future of Retail

More people want their buying choices to align with their environmental values, yet the path to doing so remains unclear. Recent research shows that 80% of consumers consider the environmental impact of their purchases, and 79% say they want an easier way to identify environmentally responsible companies.

Despite this interest, only 3% of product labels mention environmental or social sustainability—even though nearly one-third of products make such claims. This mismatch leaves well-intentioned shoppers unsure how to evaluate competing messages at the shelf or online.

Certification and labeling help close that gap. Independent, verified sustainability credentials translate a company’s commitments into a clear and trusted signal. As purpose-driven purchasing becomes mainstream, the ability to demonstrate substantiated impact is moving from a value-add to a meaningful differentiator.

Sustainability’s role in business has evolved rapidly. What was once seen as a corporate responsibility initiative is increasingly shaping growth strategies. Labels and certifications influence not only intentional “green” shoppers, but also broader audiences through what HBR calls a passive search effect: labeled products are chosen even when consumers aren’t explicitly looking for sustainable options. A credible certification helps products stand out in crowded or complex retail environments.

Proof in the Label: How Sustainability Certifications are Shaping the Future of Retail