Sustainability has become a strategic axis for the pet food industry, driven by the humanisation of companion animals, market diversification and growing sensitivity to the environmental and social impact of products. The article analyses similarities and differences in how the sector in the United States and the European Union presents its sustainability practices.
Conceptual context of sustainability in pet food
Before examining how sustainability is communicated, it is essential to understand how it is structured within the sector. Three fundamental dimensions are identified: environmental, social and economic. These dimensions do not operate as isolated elements but as a framework shaping consumer perception and corporate strategy.
Sustainability therefore becomes a mechanism for legitimacy, differentiation and alignment with regulatory and societal expectations
In this context, corporate communication does not merely inform; it functions as a tool to reinforce credibility, reputation and competitiveness. Companies adapt their messaging to regulatory pressures, stakeholder expectations and global trends.
Methodology of the study
The analysis was based on a selection of pet food companies in the United States and the European Union. Only the English versions of their corporate websites were reviewed, and sustainability‑related content was coded using MAXQDA
The study also assessed the accessibility of information, considering the location and visibility of sustainability sections.
This approach makes it possible to compare not only the content communicated but also the structure, depth and ease of access to the information.
General trends in sustainability communication
Sustainability communication in the sector shows clear patterns. Although all three dimensions are present, the environmental dimension is dominant. The social dimension appears with less intensity, and the economic dimension is the least visible. These differences reflect both corporate priorities and consumer expectations.
Environmental dimension: the core of the discourse
Environmental sustainability is the most prominent element in both regions. Companies emphasise practices related to resource management, emissions reduction and process optimisation. This focus reflects the real environmental impact of the sector and consumer sensitivity to climate‑related issues.
The most frequent topics include:
- Water conservation
- Energy efficiency
- Emissions reduction
- Waste minimisation
- Recycling systems
- Sustainable packaging
- Use of ingredients with a lower environmental footprint
Social dimension: present but less developed
Social communication appears in a more moderate form. It includes references to animal welfare, respect for human rights in the supply chain, community initiatives and diversity and inclusion. Although present in both regions, it carries less weight than the environmental dimension.
Economic dimension: the least visible
Economic sustainability is mentioned less frequently. When it appears, it tends to focus on support for producers, supply chain stability and economic contributions to local communities. Its limited presence suggests that companies prioritise communicating aspects more visible to the end consumer.
Comparison between the United States and the European Union
The study identifies relevant differences between the two regions. These differences reflect distinct regulatory frameworks and corporate strategies adapted to each context.
European approach
European companies present more structured and homogeneous communication. The presence of non‑financial reporting requirements influences the organisation of content and the clarity of sustainability sections. Information accessibility is generally high, and social communication appears more regularly.
United States approach
Companies in the United States show greater diversity in how they present sustainability. The structure of content is more variable, and communication frequently highlights collaborations with external entities, particularly in areas related to energy and emissions. Lower regulatory centralisation allows for more flexible approaches, which explains part of this variability.
Table 1. General differences in sustainability communication between the EU and the US
| Aspect | European Union | United States |
| Information structure | More homogeneous and organised | More diverse in format and depth |
| Regulatory influence | High, with clear frameworks | Less centralised, greater flexibility |
| Weight of environmental dimension | Very prominent | Very prominent |
| Weight of social dimension | Moderate and more visible | Moderate |
| External collaborations | Present | Frequent |
| Information accessibility | High | Variable |
Implications for the pet food sector
Sustainability communication is not an accessory element: it has become a strategic component of brand positioning. For professionals in the sector, the study’s findings offer clear guidance on how to structure communication and which elements to prioritise
Companies can strengthen their competitiveness through:
- Transparency regarding ingredient origin and environmental footprint
- Verifiable information aligned with regulatory frameworks
- Integration of environmental practices into formulation and product design
- Process optimisation to reduce energy use and waste
- Development of packaging with lower environmental impact
Communication must also be accessible, coherent and evidence‑based, avoiding ambiguities that could be interpreted as greenwashing.
Table 2. Sustainability areas most frequently communicated by companies (study‑based synthesis)
| Dimension | Most mentioned topics | Level of presence |
| Environmental | Water, energy, emissions, waste, recycling, packaging, ingredient footprint | Very high |
| Social | Animal welfare, human rights, community support, diversity | Medium |
| Economic | Support for producers, supply chain stability, economic contribution | Low |
Conclusions
The analysis shows that sustainability has become a strategic pillar in corporate communication within the pet food sector. Although the environmental dimension dominates in both regions, the European Union presents a more structured approach, while the United States shows greater diversity in communication style. For companies in the sector, transparency, accessibility and coherence between actual practices and communicated messages will be key to building trust and competitiveness in a growing market.
References
Summary of the article How do pet food companies communicate sustainability practices on their websites?, published in Environmental Challenges (Vol. 19, 2025).
https://doi.org/10.1016/j.envc.2025.101154
