Hello, and happy Earth Day 2025!
I’m thrilled to share some exciting news: Novi is launching our brand-new Rise of the Conscious Consumer CPG trends report today, in celebration of the 55th anniversary of Earth Day.
As someone who has spent years in the lab—formulating products, exploring sustainable alternatives, applying green chemistry principles to drive innovation, and building science-backed standards—I’ve had a front-row seat to the evolution of sustainable product development. I’ve worked closely with brands to push the boundaries of what’s possible, helping them raise the bar and meet the growing demand for safer, more responsible products.
Earth Day isn’t just a date on the calendar—it’s a global call to action. I can’t think of a better moment to reflect on how we can build businesses that not only thrive but also respect and honor both the planet and the communities we serve.
A front-row seat to the clean product movement
I’m writing to you not only as Novi’s Co-Founder and Head of Chemistry and Sustainability but also as a passionate advocate for healthier ingredients, greater product transparency, and more responsible brand practices. Before co-founding Novi, I worked in the lab, mixing and remixing formulas to see how one small change—like removing certain preservatives or switching to a plant-based surfactant—could transform a product's impact on human health.
Over time, I saw a significant shift in consumer demand. People weren’t just asking for “no parabens” or “no phthalates.” They wanted to know what was in their favorite products, how it was made, where it came from, and what it meant for people and the planet. That’s exactly why we built Novi: to help businesses meet this growing demand for transparency and sustainability with confidence, without getting mired in data complexity or regulatory hurdles.
Why this report, why now?
At Novi, we’ve always believed that people deserve products they can trust—from the shampoo in their showers to the food in their refrigerators. As consumer expectations have grown, so has the complexity behind every label. Shoppers are asking more questions about how a product was made, which ingredients were used, and whether it meets certain ethics or sustainability standards. In other words, vague claims are no longer enough. Customers today want full ingredient transparency, clear benefits, and proof that a product aligns with ethical and environmental claims.
That’s where this report comes in. We wrote it because we see a rising wave of shoppers—often called “conscious consumers”—who actively seek products aligned with what they believe in. They’re reading labels more carefully, checking certifications, and paying extra for brands they trust. In fact, PwC research shows that 28% of shoppers will pay more for a product from a brand they believe in and 46% purchase more. Moreover, 61% of consumers have recommended a trusted brand to family or friends. These stats send a powerful message: trust and transparency don’t just shape brand image—they drive real sales and long-term loyalty.
The future of consumer packaged goods (CPG) is about more than price or convenience. It’s about doing what’s right for people and the planet. Our hope is that brands, retailers, and consumers alike will use this report to make better, more sustainable choices.
A closer look at what’s inside: Key insights from the report
This report dives deep into the heart of values-based shopping—a movement that has grown from a fringe idea to a mainstream market force. It covers seven macro trends, emerging ingredient shifts, supply chain innovation, and packaging breakthroughs. Here are a few highlights:
Macro trends driving the market
Today’s shoppers are pushing brands to prioritize wellness, sustainability, and ethical practices. As Gen Z gains buying power and climate concerns rise, transparency and accountability are no longer optional—they’re expected. In fact, an eye-opening 76% of consumers say they’re actively pursuing more sustainable lifestyles, a mindset that’s influencing the entire CPG landscape. This report explores macro trends redefining what CPG shoppers expect—from clean-label formulations to brands that lead with DEI and ESG values.
Accountability in the supply chain
Modern consumers want to know not just what's in a product but how it was made and transported and how it can be recycled at the end of its life. They want assurance that products are made responsibly, that workers are treated fairly, and that materials are sourced in ways that don’t devastate local communities or the environment.
Next-gen ingredients and evolving formulations
One highlight I’m personally proud of is the section on “Next-Gen Ingredients.” It pinpoints which ingredients are on the rise and which are on their way out. As someone who began my career formulating cosmetics, I’ve seen how powerful it can be to replace harsh chemicals with safer, plant-derived options. Consumers notice the difference, too, and our data shows that many are paying premium prices for products that keep them healthy while reducing environmental harm. It’s part of a broader shift toward ingredient transparency—where shoppers expect to understand what’s in their products, not decode labels written in chemical shorthand.
By the final page, you’ll see how these themes connect to a broader shift in the consumer mindset—away from superficial “green” claims and toward genuine, data-backed improvements in products, production, and packaging. We hope you find this report eye-opening and actionable as you shape your strategies for a more values-driven future.
Where Novi fits in
At Novi, we built our platform to make sustainable innovation simpler, faster, and more credible for brands and retailers. By connecting brands to clear material data, streamlined certification pathways, and evolving retailer standards, we help businesses turn good intentions into credible action.
Our mission goes beyond chasing trends. We’re here to help shape a future where sustainability, transparency, and inclusion are industry standards—not marketing buzzwords. By championing cleaner ingredients, ethical sourcing, and product integrity, we aim to make values-based shopping accessible and impactful for everyone.
And that goal is precisely what this report is designed to support.
Ready to take the next step?
Now that you've gotten a glimpse of what this report covers, I'd love for you to dive deeper into it. Whether you run a brand, stock the shelves of a retail store, or simply want to be a more informed shopper, you’ll find guidance on moving from “what’s trending” to “what’s genuinely beneficial.” It’s not just about chasing the next green label or Earth Day marketing angle. It’s about turning consumer trust into a lasting driver of innovation, relevance, and positive impact.
Download the 2025 CPG Trends Report: The Rise of the Conscious Consumer report and discover how we can all collaborate to build a more conscious future—one product, one purchase, and one values-driven decision at a time.
I look forward to hearing your thoughts on the report and how you’re celebrating Earth Day 2025. If you have any questions or want to continue the conversation, don’t hesitate to reach out. After all, real change starts with open dialogue and a shared commitment to creating a better world together.
Warmly,
Yashi Shrestha
Co-Founder and Head of Chemistry and Sustainability at Novi
