Why Product Lifecycle Visibility is Becoming Retail’s Most Important Sustainability Tool

Sustainability has moved from a niche consideration to a mainstream buying factor, and the data makes that clear. Data shows that 61 percent of consumers say sustainable packaging is now the top influence on whether they choose one brand over another. Additionally, three-quarters of consumers are willing to wait longer for an order if it reduces environmental impact.

From my view, this shift represents something deeper than a preference for eco-friendly branding. It signals that consumers increasingly expect retailers to take responsibility for the full environmental footprint of the products they sell.

Customers Want Receipts

The problem is that most brands can’t answer the sustainability questions shoppers are starting to ask. Where were the components sourced? How energy-intensive was manufacturing? How recyclable is the packaging? What happens to returned or unsold stock? Many retailers simply don’t have the data — not because they don’t care, but because their product information is scattered across teams, systems and suppliers. Without centralized product data or visibility across the life cycle, it’s incredibly difficult to track carbon output, assess waste, or validate sustainability claims with any real confidence.

That’s why lifecycle-wide product data management is becoming so important. When a retailer can capture and standardize product information from the moment an item is designed through manufacturing, distribution, returns, and end-of-life, everything becomes measurable. Instead of relying on estimates or assumptions, brands can start basing decisions on real data: the impact of materials chosen, the cost of overproduction, the emissions associated with shipping methods, or the waste generated by damaged returns. Measurement is the foundation of progress, and without it sustainability strategies end up being reactive rather than strategic.

I’ve seen firsthand how much waste comes from decisions made early in the product life cycle — long before an item reaches the warehouse. Inaccurate specifications lead to production overruns. Misaligned datasets create mismatches between demand forecasts and inventory planning. Inconsistent information from suppliers results in packaging that’s difficult to recycle or materials that can’t be tracked back to their origin. When retailers unify product data, they gain the ability to spot inefficiencies early and correct them before they turn into excess carbon, excess cost, or excess stock.

Transparency is More Profitable Than Ever

The other half of the equation is transparency. Today’s consumers want proof, not promises. They want to know whether a product is made from renewable materials, whether it spent six weeks on a cargo ship, and whether the brand has accounted for returns or unsold inventory responsibly. Digital transparency is quickly becoming a trust signal. This is particularly true online, where shoppers can’t physically interact with the product. Rich, accurate, consistent product information builds confidence, and confidence builds loyalty.

Regulators are reinforcing this direction as well. Major markets are moving toward mandatory disclosure around product origins and environmental impact, whether through packaging requirements, supply chain reporting standards, or emerging frameworks like digital product passports. Retailers that establish lifecycle visibility today will be far better prepared for the compliance expectations of tomorrow.

Sustainability and Your Bottom Line

Ultimately, sustainability isn’t just about reducing waste or lowering emissions. It’s about giving customers the information they need to make informed, values-aligned choices, as well as giving retailers the clear, measurable insights required to operate more responsibly. Managing product data across the entire life cycle is one of the most effective ways to do both.

Retailers that invest in this level of visibility won’t just minimize their environmental footprint. They’ll build deeper trust, create more resilient supply chains, and stand out in a market where shoppers care about what a product is, but just as much about how it came to be.

Martin Balaam is the CEO and founder of Pimberly, an enterprise SaaS platform for product information management and digital asset management for brands and retailers.