Business Leaders Unite to Accelerate Impact with a Royal Welcome in Amsterdam for The Consumer Goods Forum’s Global Summit

Opening Day Sparks Action Around the Business Case for Change

The 68th 2025 Global Summit of The Consumer Goods Forum (CGF) opened today in Amsterdam with a clear call: accelerate impact. With over 1,000 business leaders in attendance, Wai-Chan Chan, CGF’s Managing Director and CGF Board Co-Chairs Frans Muller, President & CEO of Ahold Delhaize, and Dirk Van de Put, Chairman & CEO of Mondelēz International, set the tone by reflecting on the CGF’s progress over the past two years – and the urgent need for industry action in the face of economic, social and environmental disruption.

Reinforcing that message, Wai-Chan Chan emphasised that this year’s theme ‘Accelerating Impact: The Business Case for Change’ is not just a slogan, but a framework. From macroeconomic headwinds to rising sustainability expectations, the need for agile, inclusive business models has never been greater.

With sessions spanning sustainability, consumer engagement, innovation and global risk, Day 1 offered a focused yet wide-ranging conversation about how the consumer goods industry can meet today’s challenges through collaboration, shared learning and bold experimentation. Attendees heard from royals to startups, multinationals and media voices – each bringing fresh insight to the question of how business can create value in a more complex world. While challenges are complex, some priorities are clear: working at scale, earning consumer trust, and creating business models that can adapt for change.

A Royal Perspective on Circularity

Her Majesty Queen Máxima of the Netherlands delivered an address underscoring the links between economic resilience, sustainability and societal wellbeing. Before the morning’s circularity panel, she stressed the need for long-term business commitment – highlighting financial health, food waste and packaging innovation as levers for action.

“You have the ability to create an economic and financial ecosystem which supports sustainable choices and solutions, and influence responsible business practice around the world.” – Her Majesty Queen Máxima of the Netherlands

Her remarks set the stage for a compelling session on the future of circularity, where leaders from Loblaw, ICA and McCain shared how circular business models are evolving – from design to distribution to disposal.

The discussion focused on the commercial value of circularity, highlighting how strategies around plastic, food waste and climate must be integrated from product design through to supply chains. Examples included reusable packaging, regenerative agriculture and inclusive merchandising – underscoring that circularity is not a separate initiative, but a mindset linked to efficiency, collaboration and consumer relevance.

“Circularity is a key concept, deeply embedded in nature. In nature, there’s no waste; everything is about regeneration.” – Max Koeune, President & CEO of McCain Foods

Consumer Trends Reimagined

Reflecting the day’s focus on adaptation and innovation, insights from TikTok, Danone, Ajinomoto and FEMSA explored how evolving preferences, economic pressures and digital saturation are reshaping brand engagement. As Gen Z and Gen Alpha gain influence, companies are turning to personalised, data-driven strategies and platform-native experiences, while continuing to prioritise value and trust across all age groups. From real-time retail pilots to AI-powered nutrition tools, the discussion highlighted how businesses are adapting with greater speed, relevance and creativity.

Sustainable Growth and the Bottom Line

As part of today’s wider focus on embedding sustainability into core business strategy, leaders from PepsiCo, Bel Group and Aldi SOUTH Group discussed how they are aligning environmental goals with long-term value creation. The conversation revealed a clear shift from siloed initiatives to integrated governance, with several companies aligning financial strategy more closely with sustainability to accelerate performance across KPIs. From investing in regenerative agriculture and water replenishment to reformulating product portfolios and embedding climate action into commercial strategy, businesses are aligning innovation, operations and sourcing with their environmental goals. Local relevance, consumer expectations and ecosystem resilience emerged as consistent themes – underscoring that sustainable growth is not a trade-off, but a competitive strategy grounded in collaboration, accountability and scale.

“Sustainability for us is not an enabler, it’s a strategy.” – Cécile Beliot-Zind, CEO of Bel Group

Navigating the Geopolitical Outlook

The day concluded with a keynote from Fareed Zakaria, Host of Fareed Zakaria GPS for CNN Worldwide, columnist for The Washington Post and a bestselling author, who examined the shifting geopolitical landscape and its implications for business. He highlighted the rise of nationalism, increasing fragmentation in global governance, and the growing influence of countries like China and India in a multipolar world. Zakaria also touched on the dual forces of interdependence and disruption – from AI to political polarisation – urging business leaders to plan for a future shaped as much by societal dynamics as by economic trends.

“The new axis is not left versus right on economics anymore. It’s open versus closed.” – Fareed Zakaria, Host of Fareed Zakaria GPS for CNN Worldwide, columnist for The Washington Post and a bestselling author.

Looking Ahead

From circularity breakthroughs to AI-powered consumer engagement, the first day of the Summit made one thing clear: adapting for impact is no longer optional. The themes introduced by CGF’s Co-Chairs and echoed in Her Majesty Queen Máxima’s welcome – collaboration, inclusivity and long-term thinking – set the tone for a programme centered on accelerating impact across the industry. With much more still to come with continued opportunities for connection, including the Gala Dinner kindly hosted by L’Oréal, the focus remains on turning insight into action – and on strengthening the business case for change.