The changing global perceptions of sustainability

The changing global perceptions of sustainability

June 11 2025

The Organisation for Economic Co-operation and Development (OECD) works to build policies for better lives on an international scale. The organisation sets international standards grounded in evidence, working closely with the general public, stakeholders and policymakers to find solutions to environmental, social and economic challenges.

A recent OECD-commissioned report explored the growing expectations for producers and exporters to demonstrate tangible actions in support of sustainability. The report examined the Australian beef industry, with the Australian Beef Sustainability Framework (ABSF) selected as one of 17 initiatives case studies.

Alison Watson, an independent consultant contracted to write the report, highlighted the rising  global demand for environmentally sustainable products.

“The growing demand is creating both challenges and opportunities for beef producers and exporters.

“This OECD study specifically aims to understand how major trade-intensive agricultural sectors, such as the Australian beef sector are adapting to meet those expectations.”

Varying expectations

Globally, sustainability signals vary depending on the market, country and product type, creating inconsistencies across the board.

“Expectations around premium beef products compared to lower-value co-products are often different,” Alison said.

“The European, Asia and US markets also have different priorities,”

In compiling the OECD report, Alison interviewed a broad range of industry stakeholders within the Australian beef industry. She found that a number of additional factors are driving change.

“Banks and investors are influencing on-farm practices through financing conditions and, along with downstream customers, are asking for more information related to broader sustainability reporting commitments across the supply chain.” Alison elaborated.

“There are also a range of internal drivers – the majority of Australian producers see themselves as stewards of the land for future generations.

“They are also driven by long-term economic, environmental, and social benefits of better resource use. They want to be part of the solution.”

Navigating the landscape

Navigating the sustainability landscape can be challenging for beef producers.

The ABSF offers a model for other sectors seeking to take a structured, sector-led approach to sustainability.

“The ABSF is particularly appealing because it sets out a robust plan and a direction for the sector and isn’t afraid to support some big goals like moving to a carbon-neutral position by 2030,” Alison said.

Alison also praised the ASBF’s commitment to transparency and accountability.

“The use of annual reporting is commendable. The transparency around what is measured and what is not is admirable. It also benchmarks progress against 2017 levels, which helps track meaningful change.”

No longer a ‘bonus’

As sustainability becomes a mainstream expectation, it’s no longer viewed as a market “bonus” but as a requirement.

“It’s the reality that the red meat sector will always be looked at closely.

“Leadership and a continuous commitment to improvement is essential.

“Beef exporters who can verify their environmental credentials through frameworks such as the ABSF may gain a competitive edge.”

“Continuing to share how producers and the sector in general are continually making changes to help address sustainability is beneficial to everyone involved.

“There is no perfect approach, but the best action is to get started.”

You can view the OECD report here

More Information 

Contact:

Jacob Betros

E: jbetros@mla.com.au