It is imperative in the current evolution of business that new products and innovations will be the key drivers for growth for any organization. With the onset of COVID-19, it is also clear from the emerging trends that consumers are tending towards sustainability, whether in the form of changes in diet to vegetarian or the use of renewable sources of packaging. From the above two, it follows that unless organizations stay focused on embedding sustainability concepts in their innovations that are used to attract consumers and grow the business, they will perish. Companies must truly understand what consumers want and need, inspire, inform, build trust and continue to innovate and invest in sustainability.