Why FMCG Brands Lead on Friendliness—But Lag on Sustainability

Fast-Moving Consumer Goods (FMCG) brands are woven into Canadians’ daily lives. Whether it’s ice cream in the freezer, toothpaste by the sink, or snacks in a child’s lunchbox, these brands are consistent, familiar, and often deeply nostalgic. That may explain why, in the Great Canadian Brand Index (GCBI), FMCG brands tend to score exceptionally well on the “Friendly” dimension. Consumers perceive these brands as approachable, comforting, and good-natured—the kind you can rely on without second-guessing.

But there’s a sharp contrast when we look at another key value: Sustainability. Despite their emotional appeal, FMCG brands consistently underperform in this area. Many Canadians do not view these brands as environmental leaders—a result, perhaps, of longstanding concerns around packaging waste, resource consumption, and mass production. Even brands that have made progress in reducing their footprint or offering “green” alternatives still face skepticism, often because their sustainability efforts feel disconnected from their core identity or are perceived as late-stage course corrections.

This divide reveals something important: Canadians are emotionally loyal to FMCG brands, but increasingly expect them to match moral comfort with environmental responsibility. A brand that feels friendly but seems indifferent to its planetary impact may retain affection, but risks losing long-term trust. In contrast, those that communicate tangible sustainability efforts—whether it’s reducing plastic, sourcing ethically, or being transparent about progress—stand to bridge this values gap.

For FMCG marketers, the takeaway is clear: don’t let your emotional brand equity carry the full weight. Friendly is good—but friendly and future-minded is better. To stay relevant in a values-driven Canada, FMCG brands need to show that they care not just about how consumers feel, but about the world those consumers are trying to protect.