2026 Trends and Tools for Your Sustainable Business and Eco-friendly Products
- Danielle Cooper
- Jun 30
- 7 min read
Ready or not, 2026 is halfway through.
Whaaaaaaa?!
I pulled these stats last December. Let’s see how they’ve held up…
While economic winds remain uncertain, one thing is clear: demand for eco-friendly products and services is strong and will continue to grow. More than ever before, investors are seeking out sustainable businesses, and consumers are willing to pay more for green, eco-friendly products.
But they want something in return: authenticity, trust, and transparency.
When it comes to sustainable business, consumers and investors want to know you mean what you say. They want proof, not just promises, when it comes to your sustainability efforts.
Build Trust Through Authentic Sustainability
As we are halfway through 2026, it’s crucial to keep building trust with consumers. People have experienced so much greenwashing; trust is in short supply. Because so many businesses have been making products seem more environmentally friendly than they actually are, consumers want transparency.
Greenwashing has hurt marketing. So much so that consumers say they want green products and services, but only 20% say they trust sustainability claims.
Here are a few examples of greenwashing in the last few years:
Windex was found to be making misleading packaging claims. They came under scrutiny for labeling some products as “non-toxic,” yet customers pointed to specific ingredients on the back of the bottle that didn’t feel consistent with that claim.
Unilever made unsubstantiated “kinder to the planet” promises.
Liquid Death, a business selling water in recyclable aluminum cans, was called out for its promise to donate 10% of its profits to “help kill plastic pollution.” Because the company was still a startup and not yet profitable at the time, critics questioned whether that promise translated into actual donations. Many people felt the brand used greenwashing in its marketing to gain an eco-friendly customer base.
You can see why consumers would be skeptical, but it’s not impossible to build trust in your brand.
To get started, ask yourself the following questions:
Where are your materials sourced?
Do your suppliers share your sustainability values?
Do your products align with your company’s overall environmental values?
Is sustainability an integral part of your company’s founding mission?
Do you actively work to reduce your company’s carbon footprint?
If you’re already using language like “100% organic, naturally sourced, biodegradable,” that’s great, but it’s not enough. These are all powerful words and great to use if they’re accurate.
How can you show your customers that you’re actually implementing all of these sustainable practices?
Businesses know the value of eco-conscious consumers, and they proudly advertise their environmental stewardship, but consumers want more than that. They’ve been greenwashed enough over the years; now they want proof.
So how can you build trust with your customers and investors? Read on to find out! And for even more tips, subscribe to my email list here.
Use AI Tools To Help Support Your Sustainability Goals
Artificial Intelligence has taken the world by storm. Many businesses find that it can help with market research, analyzing data in business, automating tasks, and brainstorming new ideas. Since consumers and investors want evidence of your sustainability efforts, AI tools are one way to help you provide that evidence.
AI can help you:
Create a sustainability map.
Optimize transportation and delivery.
Calculate your business’s overall environmental impact.
Analyze sustainability practices and make suggestions for improvements.
Analyze the lifecycle of products.
Track the impact of your eco-friendly products over time.
Open-source platforms like Odoo and “freemium” platforms like Zoho can help you analyze demand, plan, and predict inventory. Sustainability-focused subscription platforms like Sourcemap and Ecochain can help you find ethical sourcing, monitor suppliers, and optimize transportation. Millions of business-focused apps are already in use, and 2026 will continue to be a great year to use AI tools.
If this sounds overwhelming to you, start with just one thing: your most important goal, your largest problem, or your biggest challenge.
Do your customers want biodegradable packaging?
Do they want to know who you use as suppliers?
Or do you want to take a wider view and make your entire operation more eco-friendly?
Plug that into your favorite AI tool and start brainstorming. You might be surprised by what you come up with.
Sidebar: not all AI tools are created equally sustainable. Do your research to find out which one has the smallest environmental impact and go from there.
Start Embracing a Circular Economy Model
Reduce, reuse, recycle. This has been the mantra at the forefront of sustainability for decades. In 2026, sustainable businesses have moved beyond this, towards a circular economy.
A circular economy is a system that keeps materials and products in play for as long as possible. Instead of focusing only on end-of-life recycling, circular thinking builds in reuse, repair, and regeneration from the start.
Here are some easy ways to practice a circular economy model:
Rethink packaging and move toward biodegradable materials.
Design products for durability.
Offer refill or repair options for your products.
Partner locally with other sustainable businesses to reduce waste and share resources.
The benefits of this are long-lasting. A circular economy mindset lowers long-term costs, creates customer loyalty, and turns sustainability into a competitive advantage.
Tell Your Sustainability Story To Build Deeper Connections
Right now, in 2026, the most successful sustainable businesses sell great eco-friendly products and tell the story behind those products.
An authentic mission rooted in sustainable living turns your business from a brand into a movement people want to join.
A compelling story transforms sustainability from a trend into a shared purpose. When customers understand your “why,” they’re more likely to trust, support, and advocate for your business.
A simple way to do this: write a values statement that explains why your business exists, not just what it sells.
How to start:
Tell the origin story of your sustainable business. What inspired your mission? What problems were you trying to solve? What impact do you hope to make? What successes did you find along the way? What roadblocks did you overcome?
Highlight the people and communities behind your products and services.
Show your measurable environmental impact over time. Even small wins help customers feel part of your journey.
Share your story and your values statement in your marketing materials, catalogs, menus, and everywhere you can.
Building authentic trust means backing up your commitment to sustainability with evidence. Trust means telling the whole story, even when that story falls short. Savvy consumers can spot vague claims instantly.
They’re looking for specifics, like these:
What percentage of your supply chain is verified sustainable?
Do you have any eco-friendly certifications?
What are your carbon emissions compared to last year? What’s your plan to improve?
Your sustainability track record doesn’t need to be perfect. Brands that earn genuine loyalty are the ones that are honest and upfront about their wins, plus where they need to improve. What matters most to consumers is that you’re making consistent progress, being honest about it, and communicating clearly with them.
Businesses that do this will gain and keep the trust of their customers this year and beyond.
The Growing Demand for Eco-friendly Products
Demand for eco-friendly products is significant and growing. A large percentage of shoppers consider a product’s environmental impact when making a purchase. Environmental and social responsibility have become non-negotiable factors in brand loyalty, especially among Millennial and Gen-Z shoppers.
These younger generations have taken the idea of living lightly on the Earth seriously. Sustainable living is manifested in younger consumers’ beliefs and actions. This is exactly why your sustainable business is more important than ever.
Consider this:
More consumers bought a sustainable product this year than last year. 49% of Americans purchased an environmentally friendly product in May 2025, up from 43% in August 2024. More than ever, consumers are aware of sustainable options due to greater access to information and social media influence.
Spending on eco-friendly products and services is increasing. At the end of 2025, consumers spent $217 billion on sustainable goods and services. This trend is expected to increase, with consumers projected to spend $40 billion by 2032.
Values are shifting along generational lines. Younger consumers care most about environmental issues, and they want to live their values through their actions. Starting in the 2030’s, Millennial and Gen-Z consumers will wield the majority of the spending power, and both groups say they would spend more on eco-friendly products.
Now is the time to invite your customers to share in your commitment to sustainability and to work with you to build a better world.
Sustainability Is No Longer a Trend, It’s a Requirement
In 2026 and beyond, sustainable practices have become a requirement for doing business. Sustainable business owners will face growing pressure to back up their environmental claims with proof. Sustainability was once an optional, “nice-to-have” marketing angle, but now it is a core expectation from consumers, investors, and regulators.
Look for these trends next year:
Consumers will continue to demand eco-friendly products.
Investors will prefer sustainable businesses. Environmental, Social, and Governance (ESG) will become the norm, and savvy investors will use these criteria to make their decisions.
Trust, Authenticity, and Transparency: Consumers will demand honesty, transparency, and ethical practices from sustainability brands.
Even though the United States hasn’t yet mandated that businesses report their sustainability actions, consumers want this information. Giving it to them is exactly what you need to build trust and authority in your sustainability niche.
Managing expectations from consumers, investors, and the government can be overwhelming. I’ll post more on this in a few months. Stay locked in here to read my blog on Make Your Way Through the Maze of U.S. Sustainability Regulations With Confidence and Ease.
When you show you care about the health of our planet by embracing sustainable production backed by measurable action, you’ll clearly have the competitive edge.
Your sustainable business will continue to thrive in 2026 as you stay on track to build trust with your customers and position your business for growth in a healthier, greener economy.
The good news is that the demand for sustainable products is strong and continues to grow. But remember, this is your story, your impact, your leadership, and your opportunity to grow a more meaningful, sustainable business.
Do you want to stay on top of the latest sustainability marketing trends?
Join a community of environmentally conscious business owners today by subscribing to my email list here. You’ll be instantly rewarded with my free guide on how to fix low open rates in your email marketing.
How did these trends hold up?
Let me know in the comments.
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