In an uncertain economy with rising food prices, shoppers are increasingly seeking the best value for their money. Contrary to popular belief, the best value isn’t always about the cheapest price, not even when wallets are tight.
“Value is not only about price since up to 40% of brand value perception comes from non-price factors like quality, service, checkout ease, loyalty, and employee interactions. Looking ahead, retailers that deliver clear value while elevating experience and trust cues can strengthen loyalty,” reveals Deloitte’s 2026 Global Retail Industry Outlook.
Consumer behavior frequently changes. To retain customers, retailers must respond and adapt to new demands and trends. One thing increasingly influencing shoppers’ perception of a brand’s value is eco-friendly, sustainable practices.
In fact, American consumers were projected to spend $230 billion on eco-friendly products in 2025, representing roughly 24.8% of total retail spending, according to Capital One Shopping Research.
Moreover, despite inflation, 80% of consumers are willing to pay more for sustainable products, with an average premium of 9.7%, according to PWC 2024 Voice of the Consumer Survey.
Recently, Walmart has invested in sustainable practices.
Walmart bets on innovative sustainability practices
In July 2023, Walmart announced a partnership with Rubi Laboratories aimed at exploring how to capture carbon emissions from manufacturers and facilities in the Walmart supply chain and convert them into a garment prototype with zero waste.
“Innovation is such an important part of building resiliency in our supplier base and maintaining surety of supply. Rubi’s technology could reimagine the apparel supply chain, and I’m so proud that Walmart is the first company to execute both manufacturing and brand pilot agreements with them,” Walmart EVP for Sourcing Andrea Albright stated at the time.
Since the initial announcement, the collaboration has progressed significantly as of March 2026. Rubi has moved from lab to “pilot scale” and is now transitioning to an industrial demonstration scale. It has recently raised $7.5 million and secured more than $60 million in multi-year offtake term sheets with fashion brands and manufacturers, according to a recent report by World Bio Market Insights.
“We’ve now demonstrated this technology scales effectively and meets or exceeds customer product standards. The fresh funding will accelerate our scaling and growth to meet strong global demand for modular and affordable manufacturing of essential materials from waste carbon,” said CEO Neeka Mashouf.
Rubi: transforming air pollution into clothes
San Francisco-based Rubi uses cell-free enzyme technology to transform carbon dioxide (CO2) into materials such as cellulose polymers.
The process differs from traditional fermentation or chemical processes by using specialized enzyme cascades. The company claims its manufacturing system requires 10 times less capital spending than traditional production and can be deployed anywhere, writes World Bio Market Insights.
How the process works:
- Capture: Harmful CO2 gas from places like factories is captured before it reaches the atmosphere.
- Transformation: Special enzymes (which act like tiny biological “tools”) chemically change the gas into a solid cellulose pulp (the same raw material found in wood and cotton).
- Fabric: That pulp is then spun into fibers such as viscose or lyocell to make everything from jeans to t-shirts.
Source: Popular Science
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Why Rubi carbon-capture technology matters for Walmart customers
Roughly 200 million trees are logged every year to be turned into fabrics, and every year, half of the 6.5 million metric tonnes of rayon comes from ancient and endangered forests, according to data from SNSilk.
With Rubi’s technology, we get clothes without needing to cut down more trees, and Walmart reduces its CO2 emissions while helping fight climate change.
Walmart is not the only brand interested in this kind of sustainability practices, as Rubi secured 14 more pilot partners, including H&M and Reformation.
How other brands are trying something similar:
- Zara: Partnered with a company called LanzaTech to create dresses. They capture carbon from steel mills, turn it into ethanol (like brewing beer), and then process it into polyester yarn.
- H&M: Also used LanzaTech’s technology for a special “H&M Move” activewear collection made from captured carbon polyester.
- Newlight Technologies (Covalent): Uses microorganisms to turn greenhouse gases into a solid material called AirCarbon, which they use for high-end accessories like handbags, wallets, and glasses.
- DS Automobiles: Experimented with a “living” clothing line coated in algae that physically breathes in CO2 while you wear it (though it requires daily misting and sunlight to stay “alive”).
Source: Ethos
Overcoming risks and limitations
These technologies involve several limitations and risks, including reaching price parity, scaling, and practicality.
Industry analysts at the Innovation Forum (March 2026) warn of a locked-in asset risk. If supermarkets and brands invest millions in specific carbon-capture technologies today, they risk being stuck with “obsolete” hardware if a more efficient or cheaper synthetic biology breakthrough happens next year.
What differentiates Rubi’s technology from other experiments is the intent to integrate directly into existing supply chains, instead of running something completely new.
Rubi’s use of modular systems is designed to cut costs, with CEO Neeka Mashouf predicting that the company’s first large-scale plant will produce materials at the same price as standard fabrics, clearing the biggest hurdle to widespread use.
Mashouf also explained that fashion is just one detail of a much larger picture.
“This really is a platform,” she told TechCrunch. “We think of it as a platform to make all the important chemicals and materials across the economy in a low-cost way.”
Walmart’s recent moves and milestones
Walmart has seen its brand index (a score that aggregates impression, quality, value, satisfaction, recommendations, and reputation) increase over the years. Currently, the retail giant holds a 5-point lead over the industry, according to March 2026 YouGov report.
Nonetheless, recent data show that consumer loyalty to specific brands or stores is very fragile. Moreover, true loyalty (the deep, trust-based connection) has fallen to 20% in 2025, a 5% drop from 2024, according to data from Emarsys.
I previously covered how Walmart, despite its nearly $1 trillion market capitalization, status as one of the largest physical retailers in the world, and high brand index score, continues making changes and improving its offering to retain loyal customers.
Over the past two decades, Walmart has also made several moves into sustainability, including a goal to be powered by 100% renewable energy by 2035, according to its official press release.
It also revealed plans to reach zero emissions across its global operations by 2040, and it has focused on eliminating plastic waste, particularly in its growing e-commerce business. More recently, the retail giant made other important moves to retain its loyal customer base and attract more new shoppers.
Walmart’s recent moves and milestones
- Executive leadership shift: John Furner officially took the helm as president and CEO of Walmart Inc. on Feb. 1, 2026, marking the end of the Doug McMillon era, reported Walmart.
- The OpenAI divorce: In a major strategic pivot, Walmart “fired” OpenAI, moving away from third-party models to build its own proprietary “playbook” for generative AI, according to previous reporting by TheStreet.
- Agentic AI launch: In mid-2025, the retailer unveiled “Sparky,” an autonomous shopping assistant that can perform actual tasks, such as ordering grocery refills, on behalf of the customer.
- Radical store remodels: The company began closing select locations for weekslong stretches to test a revolutionary redesign focused on high-speed automation and “click-and-collect” fulfillment,” according to previous reporting by TheStreet.
- Digital shelf label rollout: It aggressively expanded digital shelf labels to 2,300 stores by the end of 2026 to enable real-time pricing and faster stocking, reported What Now.
- Clean label initiative: Starting in 2026, the retailer is stripping over 30 synthetic additives, including high-fructose corn syrup and artificial dyes, from its Great Value and Marketside brands, according to the official press release.
- Marketplace diversification: In early 2026, Walmart confirmed a new digital storefront for premium musical instruments, expanding its reach into high-end enthusiast categories.
- Build-A-Bear expansion: Walmart significantly grew its “retail-tainment” footprint through a huge new partnership that places more Build-A-Bear workshops directly inside stores, TheStreet previously reported.
Related: National cosmetics retailer closes three-quarters of its stores
