Written By Anne-Marie Brouillette

Let’s pause for a moment—when was the last time you picked a brand not just for what it sold, but because it actually stood for something you care about or truly needed?

As sustainability becomes the new norm—driven by regulations, employee demands, public expectations, and bold leadership—many of us feel torn: excited by the possibilities but held back by fears of change. This push and pull is part of something bigger: a shift from being consumers chasing fast convenience to global citizens whose choices help shape the future.

Citizens recognize their role within communities and ecosystems, emphasizing responsibility and participation over consumption. This mindset is explored in the CitizenShift Report by the New Citizenship Project, which outlines how citizen identity is inspiring both businesses and individuals to build a future that is kinder and more responsible.

So, take five with me here, and let’s explore why sustainable marketing is important and how it’s reframing the way businesses think about success.

Put simply, sustainable marketing addresses today’s needs without compromising the ability of future generations to address theirs. It’s not just a modern response to “business-as-usual” marketing—it’s a progressive framework that treats people, the planet, and profit as equally important priorities.

At its heart, sustainable marketing is part of something bigger: the wellbeing economy—an economic model that prioritizes sustainability, fairness, and quality of life over unchecked growth. Economist Kate Raworth calls this living within the “doughnut”—a safe and just space where human needs are met without overshooting ecological limits. If you’re not familiar with planetary boundaries yet, here’s a link to explore and learn more about this important concept.

Marketing that participates in this new 21st century economy revisits the classic Ps of marketing—product design, pricing, place, and promotion. It is about making decisions that are:

Socially beneficial
Environmentally responsible
Economically sound

In this new approach, the Chief Marketing Officer (CMO) has evolved from a campaign manager to a purpose-driven leader who champions sustainability. CMOs now work across teams—product, brand, operations, and business—to embed sustainability into every aspect of strategy, operations, and storytelling. Their role is critical in turning marketing into a driver of long-term value for both the business and the wider world, rather than just a tool for short-term profits.

This commitment has three key aspects:

Positive Brainprint
Sustainable marketing fosters narratives that empower citizens and promote authenticity. Gone are the days of “negative brainprint”—marketing messages that commodify insecurity to create needs or shame natural processes like aging. Instead, sustainable marketing aims to uplift by championing esteem, health, and purpose, fostering positive societal impacts.

2. Reduced Negative Footprint

Respecting planetary boundaries is central. Sustainable marketing ensures through co-creation with stakeholders that products and services minimize harm while innovating for regeneration where possible.

3. Transparency and authenticity are non-negotiable

It’s about avoiding all forms of “washing”—green, social, pink, or blue—by leading with transparency and building trust. It means tracking, tracing, verifying, and validating to communicate true, informed claims, while being honest about where you are and where you’re headed.

Think of it as marketing with a conscience: reformed extractive marketers—or next-generation leaders driving meaningful, people-first strategies.

How Is Sustainable Marketing Different from Traditional Marketing?

Research from Harvard Business Review shows that citizens are increasingly seeking products that meet their practical, everyday needs. Whether it’s food, clothing, or technology, consumers evaluate three key factors—performance, price, and convenience—while also expecting brands to align with their values. As a result, sustainability should not be treated as a standalone quality; instead, it must become a given—an unseen thread seamlessly woven through products and practices.

Traditional marketing—often referred to as business-as-usual (BAU)—thrives on short-term returns. It encourages disposable consumption, manufactures artificial “needs,” and often downplays social or environmental consequences. It’s a direct response to short-term profit pressure in a capitalist “unlimited” growth economy.

Sustainable marketing is the opposite. Instead of manipulative tactics, it emphasizes storytelling, transparency, and long-term value. It’s not about creating unnecessary demand, but about building the foundation for a better future. The future your kids are demanding, and the one they deserve.

The focus shifts from extraction to regeneration, from exploitation to empowerment.

High-functioning, sustainable products are the future—not because they’re labeled “sustainable,” but because they work better, last longer, are less toxic and create less waste — it meets my needs to be healthy and thriving. Only once a product delivers on its core promise—like powerful cleaning performance, durability, or value for money—does its sustainability story hold real weight. Don’t just tell me you’re using “green” packaging; educate me—tell me it keeps food fresher, longer.

Guiding and Building Together:

The ‘guide and co-create’ paradigm, thought by Dr. Victoria Hurth, flips the script on traditional marketing. Instead of marketers pushing products or just reacting to consumer demand, they become guides—leading with purpose—and collaborators, working hand in hand with citizens and stakeholders.

*Conceptual framework adapted from Victoria Hurth, ‘Characterising marketing paradigms for sustainable marketing management, 2017.*

Marketing today requires humility and heart—recognizing that marketers shape cultures and social structures, not just sales. By starting where people are and co-creating sustainable solutions, brands move beyond "sell at all costs" tactics. Sustainability becomes a natural thread woven into product design, communications, and operations—not forced or overbranded. This demands creative leadership, a safe and collaborative culture, and bold partnerships to drive the systemic changes needed for a thriving 21st-century economy.

And the best part? It’s not just good karma; it’s good business. Co-creation sparks innovation, builds stronger, authentic relationships, employees motivation and secures long-term success in a world that’s sprinting toward sustainability.

Opportunities in Sustainable Marketing

Sustainable marketing doesn’t just help the planet thrive—it creates powerful opportunities for businesses to thrive. Here’s why:

1. Save Resources and Costs

Adopting resource-smart strategies enables businesses to conserve resources and reduce operational costs. By using innovative materials like mycelium-based alternatives, recycled fibers, or upcycled byproducts, companies can cut waste while creating products designed for longer lifecycles and easier recycling. Circular materials not only lower raw material expenses but also minimize disposal costs, supporting sustainable operations. And in some cases, it can even highlight a new revenue stream that used to be waste for a business.

2. Strengthen Reputation and Loyalty

With the rise of citizen power, people increasingly choose brands that align with their values and demonstrate genuine commitment to sustainability and social impact. Brands that foster authentic community engagement, transparency, and shared purpose build strong loyalty in today’s values-driven market — they are real purpose-driven brands. When customers see sustainability as adding value—not inflating cost or complexity—it builds long-term loyalty and fosters trust.

3. Boost Internal Purpose and Collaboration

Sustainability unites teams under meaningful goals, fostering collaboration and innovation. IKEA’s circular design initiatives, for instance, not only redesign products but also reshape internal workflows and break down silos—strengthening a shared culture of purpose.

4. Stand Out in Crowded Markets and Expand

Sustainability is increasingly a differentiator. Being early builds trust and recognition, while late adopters risk invisibility. Take the flooring industry—Interface stands out by rethinking consumption through a rental model. This approach not only offers clients flexible financing but also extends the product lifecycle by reclaiming and reusing materials, reinforcing their commitment to circularity and sustainability.

5. Encourage Creativity and Innovation

Sustainability thrives on creative leadership that drives innovation. Lego showcases this by reimagining sustainable materials for its products and inspiring young minds through initiatives like Build the Change. Additionally, forward-thinking business leaders partner with programs like McGill University’s Bioresource Engineering to develop regenerative solutions to real-world challenges. Businesses that embrace creativity can lead meaningful change, driving both innovation and sustainable growth.

6. Stay Ahead of Regulations

Governments are enforcing stricter environmental policies, making sustainable marketing a resilience strategy. Proactive companies avoid compliance risks and reinforce consumer trust by going beyond regulation, setting industry standards.

Clearing the Hurdle of Perceived Tradeoffs

One of the lingering challenges in sustainable marketing is the misconception that eco-friendly products require compromises: lower performance, fewer features, or higher prices. Citizens often resist sustainability if they perceive it as inconvenient or inefficient.

Smart brands are actively defying this expectation by demonstrating that sustainable products can be:

More efficient: Energy-efficient appliances that outperform older models.
Longer-lasting: Repairable electronics that reduce lifecycle costs.
Universally accessible: Clever pricing structures or streamlined packaging to make sustainability affordable for all markets.

Brands that position these benefits as part of their core product story—rather than presenting sustainability as an "extra"—not only meet consumer expectations but exceed them.

Why Now—and How to Start

Sustainable marketing isn’t just a fleeting trend—it reflects the direction of our economy and society.

The earlier businesses start, the stronger their citizen relationships will be, and the more resilient they’ll remain in the face of disruption.

To succeed, sustainable marketing requires a seat at the table for marketing leaders in governance-level decisions. CMOs act as champions, connecting innovation, strategy, and culture across the business.

Paul Polman, in his book Net Positive, emphasizes that businesses thrive when they take responsibility for addressing global challenges like climate change and inequality, rather than contributing to them. For Polman, embedding sustainability at the governance level is not just a moral choice, but a strategic imperative for long-term resilience and success.

Success looks like this:

Executives understand and embed sustainability at the governance level.
Innovation and brand teams create purpose-driven products and services.
Internal sustainability champions and employees unite behind shared goals and measurable outcomes.
Progress is tracked with quantitative indicators (carbon reductions, waste reductions) and qualitative outcomes (cultural shifts, employee engagement).
Marketing helps deliver all this through the guide-and-co-create approach and helps the organisation become a real purpose-driven business.
By embedding the principles of sustainable marketing throughout governance and aligning it with purpose, businesses can thrive—achieving long-term success even in a fast-changing world where the economy and climate change impacts life daily.

So, it isn’t just good for the environment; it makes good business sense. It’s about creating innovative products, building stronger connections with citizens, and securing long-term success in a rapidly changing world. The shift is no longer optional; it’s a business imperative.

Connect with Collective Matter to explore how your business can lead with purpose and create lasting impact in your industry.
Want to educate yourself? Programs like the Sustainability Marketing course at the Cambridge Institute for Sustainability Leadership equip leaders with the tools to integrate these practices effectively.

Sources

Hartmann, M., & Mohr, D. (2023). How to Market Sustainable Products. Harvard Business Review.

Cambridge Institute for Sustainability Leadership (CISL). (2025). Sustainable Marketing, communication and brand management.

Kotler, P. (2011). Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing.

New Citizenship Project (2016). CitizenShift Report: A Guide to Understanding and Embracing the Emerging Era of Citizen Power.

Raworth, K. (2017). Doughnut Economics: Seven Ways to Think Like a 21st-Century Economist.

Victoria Hurth.(2017). Characterising marketing paradigms for sustainable marketing management.

Polman, P., & Winston, A. (2021). Net Positive: How Courageous Companies Thrive by Giving More Than They Take. Harvard Business Review Press.

Sheth, J., Sethia, N., & Srinivas, S. (2011). Mindful Consumption: A Customer‐Centric Approach to Sustainability. Journal of the Academy of Marketing Science.

What Is Sustainable Marketing? (And Why It Matters)