Sustainable Marketing Practices in the FMCG Sector: A Comparative Analysis of Leading Companies

Abstract : The Fast-Moving Consumer Goods (FMCG) sector faces increasing pressure to integrate sustainability into marketing strategies as consumer demand for eco-friendly products grows. This research examines the sustainable marketing practices of seven leading FMCG companies— Unilever, Nestlé, Procter & Gamble (P&G), Coca-Cola, PepsiCo, Mondelēz International, and Danone—to understand how they implement sustainability, assess their market share, and identify challenges in driving sustainable initiatives. Using a qualitative case study approach, the study analyzes corporate sustainability reports, marketing campaigns, and secondary data sources to evaluate strategies, trends, and gaps. Findings reveal that while companies like Unilever and Nestlé lead in sustainable innovation, others, including Mondelēz, face challenges related to supply chain transparency and greenwashing accusations. The paper highlights best practices, such as circular economy models and transparent communication, and identifies gaps, including inconsistent sustainability metrics and limited consumer engagement. This research contributes to the literature on sustainable marketing by providing actionable insights for FMCG companies aiming to align profitability with environmental and social responsibility.