Sustainability is not going away in 2026. In fact, it’s accelerating—driven by sustainability-related regulations, escalating retailer expectations, and consumers' demand that no brand can afford to ignore. The companies that treat sustainability as optional are already falling behind. Those who double down now will capture competitive advantages that compound over the years.

Here are the three biggest reasons brands should double down on sustainability in 2026—and how doing so positions them at the front of the pack.

1. Sustainability Regulations Are Expanding—Fast

Sustainability-related regulation is no longer niche. It’s becoming the operating system of modern business. Companies can either adapt now—intentionally, strategically—or be forced to adapt later under pressure.

Key Regulations Driving 2026:

• Extended Producer Responsibility (EPR): States across the U.S. are requiring brands to report packaging, reduce waste, and pay fees tied to recyclability and materials. California also has EPR for textiles coming.
• PFAS Bans: “Forever chemicals” are being phased out in packaging, apparel, fishing gear, cookware, textiles, and countless outdoor products.
• Climate-Related Disclosures: California’s climate disclosure laws (and similar EU requirements) are transforming carbon accounting from a “nice-to-have” into mandatory corporate reporting.

Check out this episode of The Sustainable Angler for an overview of sustainability regulations brands face:

And yet, many companies, especially SMEs, remain in reactive mode. The cost of that delay is growing.

2. Retailers Expect More From Their Suppliers

Major retailers are no longer just encouraging sustainability—they expect it. Walmart, REI, Dick’s Sporting Goods, and other top retailers are pushing suppliers to:

• Measure their greenhouse gas emissions
• Reduce packaging waste
• Eliminate PFAS
• Improve supply chain transparency
• Provide third-party sustainability evaluations

Retailers are doing this because their own sustainability and climate goals depend on supplier performance. A brand that cannot measure or improve its sustainability performance risks losing shelf space, margin, or future purchase orders. See the REI Product Impact Standards for reference.

Those that drag their feet create friction—and retailers are losing patience.

3. Consumers Aren’t Paying More—But They Expect Better

While some studies suggest consumers will pay more for sustainable products, I don’t believe that. However, they do expect it as the baseline. They want:

• Cleaner, healthier, & safer materials
• PFAS-free products
• Less plastic packaging
• Lower carbon footprints
• Transparent sourcing

And they reward brands that deliver with loyalty and positive sentiment. Check out Anglers Value Sustainability – Here’s What the Data Shows

Brands that don’t are quickly seen as outdated or careless.

Why 2026 Is the Year to Double Down—Not Do the Minimum

Taken together, regulation, retail pressure, and consumer expectations are converging—a moment when sustainability becomes inseparable from competitiveness.

Companies that double down now will:

• Reduce regulatory risk
• Become retailers’ preferred partner
• Lower operating costs (making them more resilient to unexpected costs like tariffs)
• Strengthen brand reputation
• Increase customer loyalty
• Build resilient supply chains
• Unlock product and packaging innovation

Those who wait will spend more, scramble harder, and have far fewer opportunities to shape their own future.

How Emerger Strategies Help Brands Get Ahead in 2026

Emerger Strategies specializes in helping small to medium-sized brands—especially in the fly fishing, outdoor, and consumer goods sectors—navigate sustainability with clarity, confidence, and measurable impact. We help brands:

• Prepare for and comply with EPR, PFAS bans, and climate-related disclosures
• Measure and reduce GHG emissions (Scopes 1, 2 & 3)
• Complete retailer-required sustainability assessments
• Improve packaging, operations, and supply chain performance
• Develop practical sustainability strategies that save money and reduce risk
• Position themselves as leaders—not followers—on sustainability

Our clients avoid the confusion, overwhelm, and inaction that hold most brands back. Instead, they receive a clear roadmap that helps them outperform competitors and strengthen relationships with retailers.

“Emerger Strategies has been vital in helping us exceed our sustainability goals, and I highly recommend them to any company who needs help with retailer sustainability compliance! With Emerger Strategies’ comprehensive approach to sustainability, we have been able to take our reporting to the next level by employing their advanced knowledge, in addition to responding to and improving our scorecards for the annual CDP, THESIS and Project Gigaton reporting cycles.” – Carrie Orr, Sr. Director, Production & Compliance at Blue Sky

In short:
We simplify sustainable business to accelerate growth.

Conclusion: Regulators, Retailers, & Anglers Aren’t Waiting—and Neither Will the Fish!

If the past decade was about talking sustainability, the next decade is about doing sustainability. Brands that embrace this shift will be the ones shaping markets, attracting retailers, driving innovation, earning consumer trust, and building resilient business models.

In 2026, two things are clear:
1) Sustainability is not going away. But the brands that double down on it will go further than ever.

2) The fish your business depends on will thank you as your brand reduces harmful GHG emissions, makes the switch to more sustainable packaging, and supports conservation efforts. The brands that double down on it will help fisheries thrive for generations to come.

If you want help getting ahead—before regulations tighten, retailers demand more, or competitors catch up—Emerger Strategies is ready to guide you every step of the way.