Cheryl is an agile marketing professional with 20 years of experience in industries ranging from entertainment to FMCG (B2C) and packaging solutions (B2B). As a pragmatic and creative marketer who focus on driving sustainable business growth, her career began in Walt Disney, honing her creativity in marketing and driving publicity. She has led brand-building initiatives with a commercial view, launched insights-driven product innovations with route to market and driving media and communications.

Sustainability: A Growing Imperative in APAC

Asia Pacific (APAC) is a region of contrasts: While it is diverse with rapidly growing economies and urbanization, it has also led to environmental challenges.The rising middle class demands innovative products that cater to convenience and lifestyle aspirations while remaining selective on their spends, driven by value. Brands racing to meet these demands have led to APAC generating half of carbon emissions globally and ASEAN contributes 25% of waste worldwide; making waste management one of the key crises of environmental challenges in the region.

Sustainability has evolved from a buzzword and a niche concern to one of the key drivers of consumer preferences as they are gaining awareness on environmental concerns through social media and streaming platforms while there is a steady influx of brands driving meaningful campaigns to raise sustainability concerns. This awareness has led to consumers expecting brands to demonstrate accountability to mitigate environmental issues.

To mitigate these environmental challenges, APAC Governments are implementing policies such as the Extended Producer Responsibility (EPR) to ensure manufacturers take responsibility for their products' end-of-life impact focusing on waste reduction and promote circular economies, Plastic Waste Regulations which includes banning single-use plastics and encouraging alternatives and setting Carbon Neutrality Targets within the coming decades.

Driven by upcoming sustainability policies, corporate targets and meeting consumers’ growing awareness and concerns, brands are leveraging sustainability as both a strategic imperative and a storytelling tool to connect with environmentally conscious consumers while driving impactful innovations.

Driving Impactful Innovations through Sustainability in APAC

While APAC consumers are becoming more sustainability-conscious, their expectations go beyond surface-level changes; they seek authenticity, transparency, and relevance to their local contexts. For brands, this represents an opportunity to lead with purpose and create solutions that balance sustainability, accessibility, and affordability.

When sustainability is at the heart of innovations, the advantage and benefits outweigh the costs and effort as it leads to a more meaningful and impactful outcome. Brands are already designing products with a focus on responsible sourcing, ethical ingredients and packed in eco-friendly materials and extended lifecycles.

Packaging is a key area where brands are driving sustainability starting from responsible sourcing of materials to designing simplified, renewable, circular structures or even a combination of these components without compromising on safety and functionality. Making these changes to packaging can address environmental challenges such as reducing carbon emissions and driving circularity while also creating an impactful marketing message to consumers. While this needs to be collective effort from all players, there are already brands in the market leading such change ahead of upcoming regulatory enforcement and actively engaging with industry-wide initiatives for shared sustainability goals such as Packaging Recovery Organization.

Such efforts should not go unnoticed and marketing these innovations effectively is key a brand’s success as it offers a compelling narrative to resonate deeply with consumers, particularly younger demographics who prioritize eco-friendly choices. Transparency in marketing efforts is essential—consumers value honesty and expect brands to back their sustainability claims with tangible evidence. Certifications such as FSC or Carbon Neutral labels, as well as engaging storytelling about a product’s lifecycle, can enhance credibility and foster trust.

Aside from communicating an impactful message, there are also opportunities to incorporate smart and digital solutions such as smart sensors to optimize energy use, run predictive maintenance, track lifecycle stages, increase traceability to verify sustainable sourcing and fair practices.

Marketing impactful innovations while driving sustainability and regulatory compliance in APAC is a balancing act that requires foresight, creativity, and a commitment to long-term goals. Businesses that integrate sustainability into their core strategies and align with local regulations are better positioned to thrive in this dynamic region. By viewing sustainability not as a challenge but as an opportunity to innovate and lead, brands can create a lasting impact, both on the market and the planet.