Fulfilling short-term needs while maintaining long-term priorities has been an ongoing challenge for organizations since the onset of the pandemic. The global response to COVID-19 has slowed the day-to-day operations of many companies but amplified the progression of transformations that were already brewing before the outbreak. The issue of sustainability through the lens of environmental, social and governance (ESG) principles isn’t likely to be an exception—although an immediate concern for hygiene has caused consumers and organizations to fall back into habits that are conventionally scrutinized for their environmental impact, like discarding plastic and neglecting recycling. Fundamental shifts in prioritization could make it more important than ever for CPG companies to develop marketing resiliency by renewing their commitments to sustainable development.
As early as March, more than 75% of companies reported disruptions in their supply chains as a result of the outbreak, with some CPGs and food retailers finding themselves unable to keep up with huge spikes in demand, as others faced more challenges upstream. Although the CPG industry has traditionally been slow to adopt digital solutions across their supply chains, that is likely to change as they’re forced to evaluate their current situations and realize how those who have already taken action are benefiting. P&G, for example, which recently reported its largest increase in sales in decades, has been a leader in using artificial intelligence and machine learning to automate demand planning.