One of the strongest marketing trends we are seeing going into 2026 is a move away from surface-level or “fluffy” sustainability messaging towards real action. While greenwashing unfortunately still exists, consumers are becoming increasingly sceptical of broad, unsubstantiated claims. People want to understand what is actually happening behind the scenes and whether the systems around them genuinely support sustainable behaviour. Petco marketing manager Kara Rohleder explains further.
Marketing can no longer exist in isolation. Credibility depends on alignment between what brands communicate and how their packaging is designed, what it is made from, how supply chains function, how products are labelled, and what happens to packaging when the consumer is finished with it. Trust is built when messages reflect how systems actually work.
This was reinforced at the recent international Global Research & Innovation in Plastics Sustainability (GRIPS) summit, where Petco attended the online session led by Katherine Fleet, head of sustainability and circularity at RECOUP. A key takeaway was that recycling outcomes improve most when better behaviour is designed into systems, rather than relying on consumers to carry the full responsibility of ensuring that their packaging is recycled when they are finished with it.
In practice, this means focusing on design choices that make it easier for consumers to recycle. Small changes – like ensuring that brands don’t print their labels directly onto PET bottles, or using materials for shrink sleeves that differ from what the bottle is made from, or introducing tethered caps – can significantly improve recyclability without requiring consumers to remember extra steps or instructions.
The most effective marketing campaigns today are those that make the sustainable option the easier option, particularly in a context where people are time-poor, and navigating multiple, often inconsistent systems.
Recycling systems can be confusing. What is collected where, what goes into which bin, and how acceptance differs by municipality are all common points of uncertainty. We know that many consumers want to do the right thing, but unclear or inconsistent information can make this difficult.
This is why clearer, more consistent and locally relevant recycling information matters – particularly on packaging. When on-pack recycling labels are aligned with the systems in place, they support correct behaviour. The aim is to reduce guesswork and make it easier for consumers to recycle with confidence.
At Petco, this is closely linked to our work around design for recycling. We actively encourage our members to design packaging that is compatible with South Africa’s existing recycling infrastructure. For consumers, this translates into packaging that is easier to identify, easier to sort and more likely to be recycled successfully.
We are also seeing a shift towards more honest, human-centred sustainability communication. This means meeting people where they are, acknowledging the realities of everyday life, and recognising that not all sustainable behaviours carry the same level of effort.
This shift is also reflected in more person-first storytelling, where employees and practitioners help shape how sustainability efforts are understood (Brandwatch). In a sector built on complex systems, real human voices help build trust by speaking honestly about progress, and challenges. This approach helps move sustainability from a marketing message to something grounded in lived experience something Petco has explored through our docu-series.
Across all of this, the principles underpinning effective sustainability marketing are becoming clearer: simplicity over jargon, consistency over short-term campaigns, and engagement over instruction.
Creativity and positivity still play an important role, because attention is the first step towards behaviour change.
As we move into the year ahead, the opportunity lies in better connecting design, systems and communication, so that sustainable choices make sense in everyday life.
At Petco, this is the lens we work through. When behaviour change is enabled through system design, and when messaging reflects how those systems function, we start to see meaningful, long-term progress.
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