Bridging the Gap: Sustainability Intentions vs. Consumer Reality in Switzerland

11.12.25 Promarca members continue to demonstrate strong commitment to sustainability, actively reducing CO₂ emissions, minimizing plastic and packaging materials, working to reduce food waste, and promoting biodiversity. Many members have defined targets in accordance with the Science Based Targets Initiative (SBTI) and can ensure at least partial traceability along their supply chains, with approximately half publishing sustainability or due diligence reports.

The growing "Say-Do-Gap" presents both challenges and opportunities for brand manufacturers.
However, the study reveals an increasing discrepancy between consumers' stated sustainability intentions and their actual purchasing behavior. The overwhelming majority of Promarca members observe this widening gap, with many expressing skepticism that consumers are willing to pay more for sustainable products—a notable shift from the more optimistic assessment of the previous year. Additionally, Swiss consumers' calls for companies to act on climate change have fallen below the global average, and fewer believe that individual action is urgently needed compared to prior years.

Misconceptions and trust remain significant hurdles
A considerable portion of Swiss consumers believe there is no scientific consensus on climate change and consider electric cars as harmful as petrol vehicles. Consumer trust in companies' environmental promises remains very low, creating substantial communication challenges. Yet this critical consumer attitude can drive greater quality and transparency. 

The path forward: authenticity, transparency, and targeted communication.
About half of Promarca members already use recognized certifications and labels, and have invested significantly in supply chain transparency. The key success factors include connecting sustainability with tangible consumer benefits, providing measurable results with independent certifications, and tailoring messages to different audience segments. Challenges in raw material sourcing and packaging development, along with various EU regulations (PPWR, EUDR, ESPR), require industry-wide collaboration—while AI adoption for sustainability purposes remains in early stages, presenting future potential.

Here you will find further insights on this topic: Was die Promarca-Nachhaltigkeitsstudie 2025 zeigt: Zentrale Erkenntnisse im Gespräch mit Martin Fenböck von Ipsos - Promarca