A Decade of Optimism and Global Progress
As we mark the 10-year anniversary of the Sustainable Development Goals later this month, have we fumbled them?
Yes we have, but all hope is not lost. The 2010s were a unique decade defined by optimism, and a shared belief in coordinated global progress which peaked in the near-global adoption of the SDGs and the Paris Agreement in 2015.
The Original Promise of the SDGs
The prevailing narrative was that the SDGs—economic growth, social progress and environmental protection—could be achieved through mobilising trillions of dollars annually through public-private partnerships between governments and financial institutions, in the name of sustainable development and purpose-driven growth.
Vital partnerships, such as Mark Carney’s Glasgow Finance Alliance for Net-Zero which committed over “$130 trillion of private capital to transforming the economy for net zero” have failed to deliver and this year we’ve seen major US banks, JP Morgan Chase, Citigroup and Bank of America exit the alliance.
From Optimism to Polycrises
We’re now living in a different world, one that is defined by “polycrises”: fallout from the COVID-19 pandemic, high inflation, geopolitical tensions and the actions of two Trump administrations: flailing tariff policies, and the US’s retreat from international development finance and global aid.
The Shifting Language of Sustainability
The language around sustainability is also changing, with 52% of executives reframing their language (The Conference Board), and moving away from ambiguous and politicised “ESG” language, towards measurable and outcome-oriented terms around “sustainability” or “social and environmental impact”.
As one corporate affairs team said during Climate Week in 2024:
“If we’re using acronyms, we’re losing.”
Why All Hope Is Not Lost
Consumers want to buy products with a lower impact and higher welfare, and they’re often willing to pay more.
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A PwC study of over 20,000 consumers across 31 countries found that 80% are willing to pay more for sustainably produced or sourced goods; with 85% stating that they’ve experienced climate impacts firsthand.
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A comprehensive US-based study from 2017–22 found that products with sustainability claims accounted for 56% of all market growth.
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A UK supermarket study found that 74% of products marketed online now feature green or welfare claims, averaging 2.9 claims per product (British Retail Consortium, 2024).
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Globally, products branded as sustainable reached a 17% overall market share, responsible for 32% of market growth—growing 2.7 times faster than conventional goods (The Roundup, 2025).
Brands who integrate sustainability into their offerings capture disproportionate growth.
Read More: Sustainable Supply Chain Consulting
Fighting Greenwashing With Measurable Impact
The message is clear: sustainability sells and drives growth. Where the focus needs to be is on fighting greenwashing through measurable impact and advertising standards that ensure green marketing is accurate and substantiated.
How Sympact Helps Brands Lead With Impact
That’s where Sympact comes in, crafting measurable strategies and bespoke partnerships that eliminate risk and align your brand’s social and environmental impact with business goals.
From material innovation to nature restoration and responsible supply chains, we transform sustainability, social impact and compliance into opportunities for brand loyalty, revenue growth and measurable impact.
Final Word
The evidence is clear – today’s consumers aren’t just curious about sustainability — they act on it.
