‘Sustainable’ marketing claims in the pet space

In recent years, companies across the food, beverage and consumer goods sectors have increasingly turned to terms like “sustainable” in product labeling and marketing. It is no different in the pet food and treat space. These claims may seem like low-hanging fruit, creating an easy way to align with perceived consumer values, meet ESG goals and stand out in competitive markets. But mounting litigation, coupled with sobering behavioral research, suggests the risk profile of sustainability messaging may outweigh the perceived marketing benefits.