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Sustainable marketing is a great way to promote eco-friendly aspects of your company, as long as you get it right

It's natural for a business to use all of its genetic makeup to promote itself and stand out in its market. For example, SMEs frequently use grassroots beginnings or a local focus to give them a unique tone of voice, while larger companies pride themselves on winning industry awards.

Another tactic that companies can adopt is sustainable marketing, which works as both a product and a brand marketing strategy. 'Responsibility' is becoming a common brand value and several companies have announced environmental and social initiatives that put the onus back onto the customer, challenging them to choose between the cheaper option and the (morally) 'better' option. However, it is essential to plan and execute sustainable marketing carefully or your brand can leave itself open to heavy scrutiny.

What is sustainable marketing?

Sustainable marketing is the promotion of environmental and socially responsible products, practices, and brand values. If you've ever spent a little bit more on something because you know it was locally sourced or 100% recyclable, you've experienced sustainable marketing.

Businesses can use sustainable marketing for a specific product, time-sensitive cause, or even as their businesses' USP. LEGO is one company that has nailed sustainable marketing. Dedicating a section of their site to its sustainability programs, it is a brand that has a clearly-defined goal for its environmental efforts written in its tone of voice:

"Our mission is to make all LEGO® bricks sustainably by 2030. Why? Because being sustainable is good for the planet! We want to make bricks out of things that we can grow again or are recycled. This is not easy as we want sustainable LEGO bricks to have the same high quality that you are used to, but what we know is this: big ideas may start small, but they will help us build a greener planet one brick at a time."

Generations of customers are still familiar with LEGO, as parents who grew up with the toy sets pass them down to their children and grandchildren. This means LEGO has the potential to ingrain a positive message about the importance of sustainability to a wide group of people around the world.

There are many examples of companies promoting programs, objectives, strategies, plans, and all manner of terminology about how they are becoming more sustainable. However, as we've seen when brands engage with Pride marketing, it isn't as simple as hitching your products to a topical issue and then operating business as usual. You need to consider the context of the issue you are tapping into, how and why your brand fits as a solution in the mind of the customer, and (like all good plans) having defined goals so your progress can be measured and celebrated.

The key aspects of sustainable marketing are:

Your plan is long-term

Social and environmental issues are extremely large and need to be tackled on a larger time frame than seasonal promotions. The public knows that sudden change is almost impossible, so you need an objective that targets high-scale change over a large timeframe. Take the LEGO example mentioned earlier, its mission is to have production of its LEGO bricks be sustainable by 2030. This was announced at the end of 2018, meaning this is a 12-year plan.

Does your company have the means to consistently maintain a sustainability program? When brands change their packaging to something 100% recyclable, they're often taking a hit in production costs in the hopes that a sustainable message will raise sales and brand awareness. You may need to take a short-term loss to fully adopt your new practices and build towards long-term gain.

Your plan is consistent

You don't just need a sustainable idea - you need to be specific. It is easy to tell your customers that one aspect of your brand is eco-friendly, but what about other elements? For example, imagine your brand sells a drink and you switch to new ingredients that are sustainably sourced. You may be tempted to shout about how responsible your brand is, but are the bottles you sell that drink in recyclable? What about the labels used on the bottle?

Such a problem was brought to light when McDonald's replaced its plastic straws with paper ones. Due to the thickness of the new straws, the company said that they were not yet easily processed and recycled by the company's waste solution providers, so they should be put in the general waste. The story soon broke in the press:

Even though the makers of the straws, Transcend Packaging, issued a statement clarifying that the straws themselves were recyclable, which story do you think received the most attention and discussion on social media?

If one aspect of your brand screams sustainability, but it isn't supported by other elements of your service, you risk being taken to task for it. The instant communication allowed by social media between a brand and the general public means that any promises not being delivered on will be called out.

You deliver your plan responsibly

OVO Energy prides itself on winning Supplier of the Year from uSwitch, but its primary selling points are its supply of green energy solutions and its vision of a zero-carbon lifestyle.

Sustainable marketing is, therefore, a core part of the company's strategy and aims to form a strong bond between the brand and the concept of renewable energy in the mind of customers. But how does OVO Energy get this message out to the public? Surely not through traditional marketing material wrapped in plastic and driven in smoke-spewing lorries across the country.

Announced in August 2019, the new company marketing strategy, as reported in Marketing Week "will see the company prioritise digital marketing and no longer use non-digital advertising in public places. Door drops are also being removed from its marketing strategy, while digital outdoor will be powered by renewable energy."

The strategy is led by Sarah Booth who was recently appointed as Director of Brand and Marketing and attributes the strategy to the company's marketing team seeing the need to 'walk the walk' when it comes to staying sustainable:

"We talk about the sustainability of our product but marketing itself, we all know, has a carbon footprint."

Well said, Sarah!

Key takeaway

The essence of sustainable marketing is that you position your brand as an active figure in an environmental or societal issue. It can humanize your brand messages and create another reason why customers should choose you over your competition. But do not underestimate the commitment needed to participate in sustainable initiatives. These aren't simple 'buzzwords' or 'hot topics' - they are programs dedicated to reducing carbon emissions, increasing recyclable materials, and improving prospects for the next generation. Is your brand is willing to put its money where its mouth is?

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What is sustainable marketing and how should you use it?

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It's natural for a business to use all of its genetic makeup to promote itself and stand out in its market. For example, SMEs frequently use grassroots beginnings or a local focus to give them a unique tone of voice, while larger companies pride themselves on winning industry awards.

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a) Produce evidence which shows how you have created comms that are ethical and diverse, this can include any social media posts, email marketing etc.

b) 1 page listing how you have ensured any claims in those comms are not misleading, and also ensuring that your comms are accessible, e.g. the correct colours have been used etc.

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Use this tool to test the accessibility of your company brand colours

https://colourcontrast.cc/

Don’t know the hex colours? https://imagecolorpicker.com/

Take a screen shot of the report and add here.

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How can the following content be made accessible to a wider audience?

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How can the following content be made accessible to a wider audience?

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Video

Audio

Colours

Readability

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Use this tool to test the accessibility of your company website

https://www.accessibilitychecker.org/

Did it pass?

If not, what did it fail on?

Take a screen shot of the report and add here.

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What marketing activities consume the most energy (Production and execution)

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What marketing activities consume the most energy (Production and execution)

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Name the biggest sustainability issues facing the world today (5 please)

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Name the biggest sustainability issues facing the world today (5 please)

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What clarification would a company need to give for each of the following statements for it not to be considered greenwashing?

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What clarification would a company need to give for each of the following statements for it not to be considered greenwashing?

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1. Our products are 100% sustainable

2. Our packaging is made from recycled materials

3. We are committed to becoming plastic-free by 2030

4. Our factories are powered by renewable energy

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Definition of Greenwashing and find an example of when a company has been accused of Greenwashing and why they were accused of this.

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marketing sustainability & sustainability in marketing

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marketing sustainability & sustainability in marketing

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Give two examples (campaigns) of each.

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What is marketing sustainability?

What is sustainability in marketing?

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At the end of the training you will be able to:

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At the end of the training you will be able to:

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Understand the difference between Marketing Sustainability and Sustainability in Marketing

Be able to ensure your comms are inclusive by using different tools to make sure they are complying with relevant guidelines

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A Detailed Analysis of Sustainability Marketing

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Peloton bike Christmas advert | The Gift That Gives Back

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1. Marketing sustainability refers to the practice of integrating environmental, social, and economic responsibility into marketing strategies to create long-term value for businesses, consumers, and society. It focuses on promoting sustainable products, ethical business practices, and responsible consumption while minimizing negative environmental impacts.

2. Sustainability in marketing refers to the adoption of eco-friendly, ethical, and socially responsible strategies in promoting products and services. It ensures that marketing activities support long-term environmental, social, and economic well-being rather than focusing solely on short-term profits.

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Sustainable marketing is the promotion of environmentally and socially responsible products, practices, and brand values.

Sustainability in marketing is one aspect of how you choose to position your brand, but used right, it can be very powerful, as the examples show below.

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Marketing Sustainability – Making marketing as a whole more sustainable by improving recycling materials therefore reducing lowering carbon footprints, and using promoting ethical practices.

Sustainability in Marketing – Promoting eco-friendly and sustainable products, and improving brand values within marketing campaigns.

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marketing sustainability - using ethical advertising, reducing waste in campaigns, and promoting eco-friendly products

sustainability in marketing - showing real commitment to things like fair trade, recycling, or reducing carbon footprints

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marketing sustainability
• Unilever’s “Sustainable Living Plan” Campaign: Unilever launched a global initiative focusing on sustainable sourcing, reducing waste, and improving health and well-being through its products, with brands like Dove and Ben & Jerry’s taking part.
• Coca-Cola’s “World Without Waste” Campaign: Coca-Cola launched a global campaign aiming to collect and recycle the equivalent of every bottle or can they sell by 2030.

sustainability in marketing
• Patagonia’s “Don’t Buy This Jacket” Campaign: This campaign urged customers to buy less and think about the environmental impact of overconsumption. It highlighted Patagonia’s commitment to sustainability by offering long-lasting, repairable products.
• Unilever’s “Dove Real Beauty” Campaign: Dove promoted self-esteem and inclusivity while aligning with sustainability by using recyclable packaging and advocating for social and environmental causes.

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Sustainable Marketing Strategies Used by Patagonia:

1. Eco-Friendly Products

Uses recycled materials, organic cotton, and fair-trade certified factories.

Encourages customers to buy high-quality, long-lasting gear instead of fast fashion.

2. Example of Sustainability in Marketing: IKEA

Sustainable Supply Chain & Operations

Aims to be climate-positive by 2030, reducing emissions and investing in renewable energy.

Uses 100% sustainable cotton and responsibly sourced wood.

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Examples of Marketing Sustainability:

1. Coca-Cola’s Digital-First Approach – Reducing print ads and shifting to digital marketing to cut paper waste.

2. Nike’s Sustainable Packaging – Using recycled materials for shoe boxes and promotional materials to lower environmental impact.

Examples of Sustainability in Marketing:

1. IKEA’s "Buy Back & Resell" Program – Promoting furniture recycling by encouraging customers to return used items for resale, reducing waste.

2. Lush’s Naked Products Campaign – Marketing package

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Patagonia, have pledged 15 of sales to the preservation and restoration of the natural environment since 1985

Sourcing sustainable materials and/or packaging

Treedom, a member of the B Corp Certification, verified by B Lab to meet high standards of social and environmental performance, transparency, and accountability.Treedom enables individuals and businesses to gift/sponsor trees

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Climate Change: Rising global temperatures, extreme weather events, and the melting of polar ice caps threaten ecosystems, human health, and food security.

Biodiversity Loss: Habitat destruction, pollution, and climate change have led to the rapid decline of species, putting ecosystems at risk and reducing biodiversity, which is essential for ecological balance.

Resource Depletion: Overconsumption of natural resources, such as fossil fuels, fresh water, and minerals, is depleting the planet's reserves and creating long-term sustainability concerns.

Pollution and Waste Management: Air, water, and soil pollution, along with improper waste disposal, pose significant threats to both human health and the environment, especially with plastic pollution in oceans.

Food Security and Agricultural Practices: Unsustainable agricultural practices, such as deforestation, overuse of fertilizers and pesticides, and monoculture, are degrading soil health and reducing the planet’s ability to produce food sustainably.

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climate change
pollution
deforestation

water scarcity
food waste

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Climate Change – Rising global temperatures

Biodiversity Loss – Habitat destruction

Water Scarcity – Overuse, pollution, and climate change are making clean

Plastic Pollution – The overproduction and improper disposal of plastic waste are contaminating oceans

Food Security & Agriculture – Unsustainable farming practices

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1. Environmental Damage – Damage to ecosystems due to pollution and deforestation

2. Climate Change – Global temperature rise leading to extreme weather

3. Resources – Overuse of natural resources like water, fossil fuels, and minerals

4. Waste Management – excessive waste, including plastic pollution in waters

5. Social Inequality – Economic and social issues effecting access to clean water, food, healthcare, and education.

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Definition of Greenwashing:

Greenwashing refers to the deceptive practice where a company or organization presents itself as more environmentally friendly than it actually is. This can involve misleading claims or false advertising about a product, service, or company’s environmental impact, often to capitalize on the growing consumer demand for sustainable and eco-conscious products.

Example of Greenwashing:

H&M and its "Conscious Collection"

Accusation:
H&M, the fast-fashion giant, has been accused of greenwashing, especially with its "Conscious Collection." The brand marketed this line as an eco-friendly alternative, claiming that the clothing was made from sustainable materials like organic cotton and recycled polyester. However, investigations and reports highlighted that the overall environmental impact of H&M's operations remained high, and the collection itself did not substantially reduce waste or pollution.

Why They Were Accused:

Limited Impact: While some garments in the "Conscious Collection" contained sustainable materials, the vast majority of H&M's clothing still relied on unsustainable production processes.

Fast-Fashion Model: H&M's business model of producing large quantities of low-cost, trendy clothing is inherently unsustainable and promotes overconsumption, undermining claims of sustainability.

Misleading Claims: Critics argued that the "Conscious" branding led consumers to believe they were buying products that were significantly more eco-friendly than they actually were, when in reality, H&M’s practices still had a major negative environmental impact.

In this case, H&M was accused of greenwashing because the environmental benefits of the collection were exaggerated, and the company's overall sustainability efforts were seen as insufficient given its scale and business model.

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greenwashing is when a company falsely claims to be environmentally friendly to mislead consumers and appear more sustainable than it actually is.

Example: Volkswagen “Dieselgate” (2015)
Volkswagen was accused of greenwashing after it was discovered that they installed software to cheat emissions tests. They marketed their diesel cars as eco-friendly, but the vehicles actually emitted far more pollution than claimed. This deception misled consumers into thinking they were buying environmentally responsible cars.

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Example of Greenwashing – H&M’s "Conscious Collection"

Why was H&M accused?

Misleading Sustainability Claims: The brand promoted the Conscious Collection as "sustainable," but reports found that many items contained synthetic materials like polyester, which are not biodegradable.

Lack of Transparency: Critics argued that H&M provided little evidence of significant sustainability improvements in its supply chain.

Fast Fashion Contradiction: Despite promoting sustainability, H&M continued its business model of mass-producing cheap clothing, which contributes to environmental damage and textile waste.

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Definition of Greenwashing:

Greenwashing is when a company misleads consumers by falsely claiming to be environmentally friendly, while its actual practices are unsustainable or harmful to the environment.

Example of Greenwashing:

H&M in 2022 – Accused of Greenwashing

H&M launched a "Conscious Collection," claiming the clothing line was made from sustainable materials. However, an investigation found that the brand used misleading sustainability scores and that some "eco-friendly" fabrics had a higher environmental impact than standard materials. This led to accusations that H&M was misrepresenting its sustainability efforts to attract eco-conscious consumers.

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1. "Our products are 100% sustainable"

Clarification Needed: The company should define what "100% sustainable" means and provide evidence to back up this claim. This could include information on:

The sourcing of raw materials (are they renewable, responsibly sourced, or certified by environmental organizations?).

The entire lifecycle of the product (from production to disposal) and whether it minimizes environmental impact at each stage (e.g., carbon footprint, water use, waste).

Third-party certifications (e.g., Fair Trade, Cradle to Cradle, Global Organic Textile Standard) that verify sustainability.

The company should also clarify whether they consider the social and economic aspects of sustainability (such as fair wages and workers' rights).

2. "Our packaging is made from recycled materials"

Clarification Needed: The company should provide:

The percentage of recycled materials used in the packaging (is it 100% recycled, or just a small percentage?).

The type of materials (e.g., post-consumer recycled plastic, paper, glass).

The source of the recycled materials (are they sourced from reputable recycling programs or local recycling systems?).

Whether the packaging is recyclable or biodegradable after use.

Information about the impact of packaging on the environment (e.g., reduction in plastic waste, carbon footprint of producing recycled materials).

3. "We are committed to becoming plastic-free by 2030"

Clarification Needed: The company should:

Provide a clear action plan that outlines how they will achieve this goal, including timelines and milestones.

Specify the types of plastic they plan to eliminate (e.g., single-use plastics, packaging, microplastics in products).

Provide details about alternative materials they plan to use and how those alternatives compare in terms of sustainability.

Explain how they will ensure a transition without causing harm to their supply chain or communities involved in plastic production and recycling.

Be transparent about any ongoing use of plastics in their operations and what steps are being taken in the interim.

4. "Our factories are powered by renewable energy"

Clarification Needed: The company should clarify:

The percentage of energy sourced from renewables and whether it’s enough to cover all their energy needs.

What types of renewable energy they are using (e.g., solar, wind, hydroelectric).

Whether the renewable energy is directly generated by the company (e.g., through onsite solar panels) or purchased through green energy programs or renewable energy certificates.

The geographical scope (are all factories globally powered by renewable energy, or only some?).

Any certifications or independent audits that verify the renewable energy claim (e.g., RECs - Renewable Energy Certificates).

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2

Specify the percentage of recycled materials and provide third-party certification.

3

Define “plastic-free,” set interim goals, and publish progress updates.

4

State the percentage of renewable energy used and provide third-party verification.

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1. "Our products are 100% sustainable"

Define what "sustainable" means

Provide evidence like a Life Cycle Assessment

2. "Our packaging is made from 100% recycled materials"

Provide certification or proof

Explain the packaging's recyclability

3. "We are committed to becoming plastic-free by 2030"

Provide a clear action plan with specific milestones.

Explain what will replace plastics and how it will be achieved.

Offer progress updates and third-party verification.

4. "Our factories are powered by renewable energy"

Specify the percentage of renewable energy used.

Clarify the energy sources

Provide certifications or evidence

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For each of these statements to avoid greenwashing, a company must provide clear, specific, verifiable, and measurable information. Here’s what they would need to clarify:

1. "Our products are 100% sustainable"

✅ Clarification Needed:

Define "sustainable"—does it refer to materials, production methods, or the entire lifecycle?

Provide evidence (e.g., certifications like Cradle to Cradle, Fair Trade, or GOTS).

Explain any limitations (e.g., "Our products are made from sustainably sourced materials, but we are working on reducing energy consumption in manufacturing.").

2. "Our packaging is made from recycled materials"

✅ Clarification Needed:

Specify how much of the packaging is recycled (e.g., "Our packaging is made from 80% post-consumer recycled materials").

Mention any certifications (e.g., FSC-certified recycled paper, Ocean Bound Plastic).

Be clear about recyclability—can consumers recycle it again after use?

3. "We are committed to becoming plastic-free by 2030"

✅ Clarification Needed:

Outline a clear roadmap with specific steps (e.g., "By 2025, we will eliminate single-use plastics in packaging; by 2030, all products will be plastic-free or use biodegradable alternatives.").

Provide progress updates to show real action is being taken.

Define "plastic-free"—does this include bioplastics or just traditional plastics?

4. "Our factories are powered by renewable energy"

✅ Clarification Needed:

Specify percentage of renewable energy used (e.g., "80% of our energy comes from wind and solar, with a goal of 100% by 2026.").

Explain whether all factories are included or just a portion.

Provide third-party verification (e.g., RE100 membership, renewable energy certificates).

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Event Marketing (Conferences, Trade Shows, Product Launches)

Video Production (Commercials, Promos, etc.)

Digital Advertising (Online Ads and Content Creation)

Television and Radio Advertising

Website Hosting and Management

Print Advertising (Magazines, Newspapers, Brochures, etc.)

Email Marketing (Campaigns and Automation)

Influencer Marketing

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magazines/leaflets

billboard

events

ads

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digital advertising

event marketing

video and streaming

hosting and maintaining websites

print advertising

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video production - high energy use for filming, lighting, and post-production, especially for high-quality or large-scale projects.

digital advertising (especially video ads)- serving video ads across platforms requires substantial data center energy, contributing to a high carbon footprint.

web hosting and development - maintaining energy-intensive websites, especially those with heavy media content, requires significant server power.

event marketing (virtual and in-person) -physical events involve travel and logistics, while virtual events demand energy for streaming and broadcasting.

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1. Video Accessibility

Captions & Subtitles

Provide accurate closed captions for those who are deaf or hard of hearing.

2. Audio Accessibility
Multiple Formats

Provide audio in different formats (e.g., MP3, streaming, and downloadable).

3. Colour Accessibility

High Contrast

Use strong colour contrast between text and background

4. Readability Accessibility
Readable Fonts

Arial, Verdana, or sans-serif fonts.

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Video:
• Add subtitles and captions.
• Include sign language interpretation.
• Usehigh-contrastt text and background.

Audio:
• Provide transcripts.
• Use clear, simple language.
• Allow audio adjustments (speed, volume).

Colors:
• Ensure good contrast between text and background.
• Use labels or icons with colors.
• Test color schemes for accessibility.

Readability:
• Use simple language.
• Ensure larger fonts and enough spacing.
• Allow adjustable text size.

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1. Video

Add captions/subtitles for hearing-impaired viewers.

Provide transcripts of the video content.

2. Audio

Provide transcripts for all audio content.

Use clear and slow speech for better comprehension.

Ensure volume and clarity of speech, avoiding background noise.

3. Colours

Ensure high contrast between text and background for readability.

Provide options to adjust colour settings for users with specific needs.

4. Readability

Choose legible fonts with proper spacing (e.g., sans-serif fonts).

Ensure proper text size and allow for resizing without losing content.

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1. Video

Subtitles/Closed Captions: Provide subtitles or captions for people with hearing impairments or those who prefer to read.

Transcripts: Offer a full transcript of the video content for those who cannot watch the video.

Sign Language Interpretation: Include a sign language interpreter for key video content to cater to people with hearing loss.

Audio Descriptions: For visually impaired users, include audio descriptions that narrate what's happening in the video.

Multiple Formats: Provide the video in different formats (e.g., MP4, WebM) so it can be easily accessed on various devices.

2. Audio

Transcripts: Provide written transcripts of the audio content for those who are deaf or hard of hearing.

Subtitles/Closed Captions: Use subtitles or captions when the audio is being played in a video format.

Adjustable Playback Speed: Allow users to adjust the playback speed to suit their preferences.

Clear Audio Quality: Ensure the audio is clear and free of background noise, and offer options for adjusting volume and pitch.

Alternative Formats: Provide content in various audio formats (e.g., MP3, AAC) to ensure compatibility with different devices.

3. Colours

High Contrast: Use high contrast between text and background for readability by individuals with visual impairments.

Colour Blind-Friendly Palette: Avoid relying solely on colour to convey information. Use color-blind friendly palettes (e.g., red/green and blue/orange) and ensure critical information is accessible via text labels or patterns.

Customizable Themes: Allow users to customize the website or app's theme (e.g., dark mode, light mode) to suit their preferences and needs.

Text and Background Adjustments: Ensure that text is legible against the background, particularly for those with low vision or sensitivity to light.

4. Readability

Simple Language: Use plain and clear language, avoiding jargon and complex vocabulary to ensure the content is easily understood.

Font Size and Type: Use large, legible fonts with adequate spacing between letters and lines. Avoid overly decorative fonts that may be hard to read.

Headings and Structure: Break content into clear sections with headings and subheadings. Use bullet points or numbered lists for easy scanning.

Text-to-Speech: Provide options for text-to-speech, so visually impaired users can have the text read aloud.

Avoid Text Blocks: Avoid large blocks of text. Instead, use shorter paragraphs and more digestible content to improve readability.

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didn't pass

audit score of 65

lacks accessibility on screen readers

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did not pass

60/100

15 issues

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passed

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didnt pass

score of 77

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passed

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Passed - 95 %

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failed

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PASS