People care about sustainability, but that does not necessarily mean they will pay more for it.

In this episode of State of Sustainability, Saif Hameed revisits the sustainable consumer and explores what brands need to understand about concern, behavior, pricing, and identity in 2026.

Sustainability concern is rising, particularly among younger consumers and people in emerging markets. But unlike consumers in developed economies - whose concerns may be shaped by media coverage and broad fears about global catastrophe - people in emerging markets often experience environmental problems directly.

The episode examines why sustainable behaviors are increasing even when consumers do not describe them as sustainability choices. Organic, natural, recyclable, and recycled products are often chosen because they represent health, safety, or better choices for the family - not necessarily because they are better for the planet.

Saif also questions the idea of a universal green premium. While some identity-led brands can command higher prices, most consumers remain highly price sensitive. In some cases, sustainability messaging may even undermine sales if customers associate it with weaker performance, such as 'the paper straw problem'.

As AI tools such as ChatGPT, Claude, and Gemini become more influential, brands will need to communicate the identities and values they serve. The biggest opportunity may not be selling sustainability directly, but creating a strong match between what a product represents and how consumers want to see themselves.

Let Saif know what you think by emailing Saif@altruistiq.com.

To discover how leading organisations are improving sustainability reporting and carbon management, visit Altruistiq.com.

Join us at the State of Sustainability Summit: London
On 14 October, Altruistiq is bringing together senior sustainability, procurement and supply chain leaders from leading consumer goods companies for a day of practical discussions on the challenges shaping the future of the industry. From product carbon footprints and supply chain collaboration to AI, regulation and the next generation of sustainability leadership, the summit is designed to equip practitioners with actionable insights and meaningful connections.
Register your interest here: https://www.altruistiq.com/events/the-state-of-sustainability-summit-london

This podcast is produced by The Podcast Coach.

Product carbon footprints promise to make Scope 3 emissions more useful, but can they really deliver the precision businesses expect?

In this episode of State of Sustainability, Saif Hameed, founder and CEO of Altruistiq, revisits product carbon footprints (PCFs), exploring how they have evolved and why they are becoming increasingly important for companies, suppliers, and procurement teams.

Saif explains the relationship between corporate carbon footprinting, life cycle assessments, and PCFs, describing a product carbon footprint as the carbon element of a product’s wider life cycle. He explores how the PACT initiative is helping establish common standards and data-sharing infrastructure, allowing companies to exchange comparable PCFs across complex supply chains.

The conversation examines why PCFs can make Scope 3 emissions more specific, actionable, and defensible than generic emissions factors. They can help businesses move from broad footprint estimates to targeted discussions about materials, energy, sourcing, and supplier-led decarbonisation projects.

Saif also addresses the challenges. PCFs are still built on emissions factors and proxies, meaning they can create a false impression of accuracy. Different providers may produce different results, while suppliers face new costs, capability requirements, and educational demands. The episode also explores the tension between procurement teams seeking practical progress and sustainability professionals seeking maximum rigor.

Find out how ambitious requesters and suppliers are using PCFs strategically, not simply as compliance exercises, but as tools for stronger customer relationships, shared transition plans, and competitive advantage.

Let Saif know what you think by emailing Saif@altruistiq.com.

To discover how leading organisations are improving sustainability reporting and carbon management, visit Altruistiq.com.

Join us at the State of Sustainability Summit: London
On 14 October, Altruistiq is bringing together senior sustainability, procurement and supply chain leaders from leading consumer goods companies for a day of practical discussions on the challenges shaping the future of the industry. From product carbon footprints and supply chain collaboration to AI, regulation and the next generation of sustainability leadership, the summit is designed to equip practitioners with actionable insights and meaningful connections.
Register your interest here: https://www.altruistiq.com/events/the-state-of-sustainability-summit-london

This podcast is produced by The Podcast Coach.

Water sounds like a familiar topic until you actually dive into how messy, local, and operationally sensitive it really is. In this episode of State of Sustainability, host Saif Hameed breaks down why water can’t be treated like carbon: it’s not fungible, it’s not evenly distributed, and its impacts are far more tied to place, regulation, and business risk. He explains why water is often overlooked in corporate sustainability, especially in the food and beverage sector, even though it can be just as critical as carbon - and in some cases more immediate.

This episode also explores the current regulatory landscape, showing how disclosure requirements may be easing while expectations for permitting and monitoring are tightening. Saif highlights the growing importance of water permits, the role of microplastics and pollutants in new rules, and why the first water permit refusals may signal tougher scrutiny ahead.

He also makes the case that companies need to think beyond efficiency alone and focus on scarcity, basin-level risk, and the real business consequences of water stress, supply disruption, and license-to-operate challenges.

The episode also covers practical considerations: understand where your business is exposed, map water-related risk by geography and supply chain, and treat water as a strategic issue rather than just a reporting metric. Saif’s core message is simple: if you want to manage water well, you need to think about it as a business resilience problem first.

Let Saif know what you think by emailing Saif@altruistiq.com.

To discover how leading organisations are improving sustainability reporting and carbon management, visit Altruistiq.com.

Join us at the State of Sustainability Summit: London
On 14 October, Altruistiq is bringing together senior sustainability, procurement and supply chain leaders from leading consumer goods companies for a day of practical discussions on the challenges shaping the future of the industry. From product carbon footprints and supply chain collaboration to AI, regulation and the next generation of sustainability leadership, the summit is designed to equip practitioners with actionable insights and meaningful connections.
Register your interest here: https://www.altruistiq.com/events/the-state-of-sustainability-summit-london

This podcast is produced by The Podcast Coach.