5 Key Takeaways from SB’24 San Diego and VERGE 24

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Alignment, compliance, and public perception were central themes at SB’24 and VERGE 24.

This year’s Sustainable Brands (SB’24) and VERGE 24 conferences highlighted “Breakthrough Innovation” in sustainability, focusing on what it takes for companies to drive meaningful, lasting change. As organizations face mounting regulatory pressures and evolving public expectations, they’re encountering challenges in achieving internal alignment, collecting accurate data across their supply chains, and meeting new compliance standards. Additionally, the general public and many stakeholders still struggle to grasp the complexities of less tangible sustainability issues, like emissions reporting or carbon offsets, as they don’t often view these through a lens of business materiality. Here are our top five takeaways from SB’24 and VERGE 24.

1. The gap between perception and action in sustainability is still significant.

Recycling is often seen as the bare minimum for sustainability action, yet it remains the primary way the public perceives sustainability. Even then 32% aren’t confident that recycling programs work. Only 30% of Americans understand concepts like the “circular economy,” and most people are more concerned with visible issues, such as plastic pollution, over broader, intangible challenges like greenhouse gas (GHG) emissions. Calculations, emissions, and other things that can’t be seen or touched continue to have a hard time resonating with both the public and stakeholders. Companies need to better communicate the value of sustainability actions that aren’t always visible but are critical to driving impact.

2. Securing internal buy-in is a common challenge for sustainability professionals.

Many companies and brands, especially those with more mature sustainability programs, understand the significance of setting long-term incentives internally to motivate their stakeholders in order to achieve their public-facing commitments. Some brands are having to retract their prior targets and commitments due to a lack of internal buy-in and progress within company walls. Securing internal buy-in, both at management and employee levels, is a common struggle and challenge for sustainability professionals. For sustainability efforts to succeed, companies need to secure alignment across all levels of the organization, from management to frontline employees.

3. Industries are under pressure to form alliances for sustainable innovation.

Many industries, including music, fashion, consumer packaged goods (CPG), and cosmetics, are facing increasing pressure to form pre-competitive alliances with peers and competitors to drive sustainable solutions. In the cosmetics sector, for example, Ulta Beauty is actively building partnerships across the industry, bringing together cosmetic retailers, producers, packaging manufacturers, and sustainability organizations to foster innovation and accelerate progress.

4. Supply chain data collection is a major barrier to accurate emissions reporting.

Data gathering remains one of the toughest challenges, particularly when relying on external suppliers. Achieving a balance between completeness and accuracy is difficult, and companies often have to start with estimates or a spend-based approach. While spend-based calculations offer a starting point, they limit real reductions—emissions decrease only if spending does, which isn’t practical. Moving toward activity-based data is essential for true progress, but it requires more precise measurement and, often, restating baselines and targets. Clear communication with stakeholders is vital to set expectations and emphasize that accuracy improves over time.

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5. Defining clear, actionable steps for climate action remains a challenge.

The devil is in the details when it comes to building an effective climate strategy. Many companies still struggle to determine the first tangible steps and establish a clear order of priorities. Compliance with evolving regulations, such as California’s SB 253 and SB 261 or global standards like CSRD and CBAM, requires careful planning. From choosing the right reporting frameworks to setting actionable milestones, companies need a structured approach to make meaningful progress.

Conclusion

SB'24 and VERGE 24 highlighted the urgent need for actionable, data-driven strategies in sustainability. As compliance deadlines and public expectations grow, companies need a clear path to navigate these challenges effectively. At CarbonBetter, we provide practical solutions to help organizations align their goals, refine data practices, and stay ahead of regulatory demands.

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