Heroism not altruism
Harken back to 2006 when the documentary An Inconvenient Truth was being played in theatres, homes and classrooms across Canada. As part of its global audience, Canadians were challenged to evaluate their behaviours as consumers, businesses and policy makers against the welfare of the human race and the planet earth. Humanity was asked to make some inconvenient changes to our habitual and engrained behaviours and beliefs. It was not the first time this type of plea was made to generation X and boomers, but it was a plea that left an impression on then school-aged millennials and gen Z consumers driving innovation today.
It's 2025 and, not to be dramatic, but 72% of the Canadian public agree we are headed for environmental disaster without rapid change (Ipsos, CHATS 2025). Fortunately, nearly two decades of innovations towards the goal of environmental and social sustainability have helped to make those tough choices more convenient for consumers.
With so many sustainability-friendly options available, nearly half (44%) of Canadians (aged 13 and up) tell us environmental considerations strongly influence their food and beverage choices. They take into account how their consumption impacts the environment, climate change and carbon neutrality; food waste and sustainable packaging; sustainable sourcing; and regenerative farming. Many of the same consumers are also concerned with social sustainability. More than a third (35%) are strongly influenced by animal welfare, fair trade and fair treatment of workers.
Sustainability claims are quite a mouthful: too much to fit on a crowded product label. These nuanced and storied claims are easier to make today with integrated marketing campaigns, omnichannel media, in-store activation and websites. With all their marketing tools, suppliers and retailers can weave a tale of credible sustainable practices for the brands they sell and their networks for distribution and sourcing.
Why would convenience stores want to promote sustainability?
In the 2014 film Guardians of the Galaxy when Peter Quill is challenged as to why he would want to save the galaxy, he is exasperated in his response, “because I’m one of the idiots who lives in it!” Canadian convenience stakeholders can confidently echo this self-interested heroism as sustainable practices are also good business practices in 2025.
It is in the best interest of c-store and their suppliers to align with the aspirations of millennials and gen Z consumers. Millennials account for 37% of food and beverage consumers at convenience (index 176 vs. grocery) and 20% are gen Z (index 111 vs. grocery). These are the consumers who are most influenced by sustainability and are most willing to pay the premium it may require. As such, convenience already over indexes vs. grocery for customers whose food and beverage choices are strongly influenced by environmental (55%) and social (45%) sustainability. Millennials with kids are particularly invested in the future of the human race and are the cohorts most passionate about sustainable foods and beverages.
Consumers seek control
Consumers have a lot on their minds lately; price of living and political pressures are ranked as more pressing worries than the environment and climate change (Ipsos Essentials, February 2025). Yet, sustainability is one concern over which consumers may feel they have some control. Despite other distracting worries, a third of millennials and nearly half of gen Z are still saying they are purchasing more food and beverage brands that demonstrate sustainable practices. Approximately half of those cohorts are willing to pay a premium for those products, something gen X and boomers are less likely to admit.
Helping shoppers make good choices
Sustainable foods and beverages are often associated with whole foods, fresh produce, dairy and animal products. As such their marketing goes hand in hand with health, organic, natural and local claims. But keep in mind, consumers who value sustainability are still seeking to fulfill fundamental needs like comforting cravings, tasty indulgence and convenience. It may be more difficult for consumers to make a judgment call on packaged foods and beverages, besides the more familiar recyclable or compostable packaging. Convenience operations can contribute by helping consumers make more sustainable choices when it comes to packaged foods and beverages. Help make credible products easy to find when a hurried customer walks through the door. More engaged consumers may know the sustainable brands they seek, but more passive supporters might appreciate the store making it easier for them to follow through on their aspirations.
Convenience stores in Canada have a right to play and to win with consumers driving trends for sustainable foods and beverages. Stakeholders need not be as selfless as Captain Planet; there is profit in the pursuit.
Emma Balment, is director, Ipsos, market strategy and understanding, Food and Beverage Group. Leveraging a team of industry experts and powerful syndicated data sets such as the FIVE Consumption Tracker, and the Foodservice Monitor, Emma specializes in uncovering growth opportunities for manufacturers, retailers and foodservice operators.
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This article first appeared in May | June 2025 Convenience Store News Canada.
