Today’s consumers are increasingly cognizant of sustainability, ethical sourcing, and other aspects of social responsibility. Simply put, customers don’t just want to buy the best product or service. They also want to ensure that their hard-earned dollars are going to support initiatives that they are passionate about, or at least that they aren’t actively funding the work of big-time corporate polluters.
As such, it’s more important than ever for brands to convey their commitments to environmental causes and sustainability practices. The question is, what are the best ways to engage in sustainability and ethical marketing?
Ensure Transparent Communication
First and foremost, brands should remember that transparency goes a long way. It’s good to be open and up-front with consumers about your sustainability goals and achievements, as well as some of the sustainability challenges innate to your industry. And, you can win customer trust by providing readily-available information about your sourcing, production processes, and strategies to reduce waste.
Another important component of sustainability and ethical marketing is promoting certifications and labels wherever possible. For example, emphasizing your Fair Trade or Certified Organic bona fides can lend immense credibility to your brand, and reassure customers about the legitimacy of your sustainability practices.
Showcase Commitment to Sustainable Practices
When it comes to sustainability and eco-friendliness, different businesses are bound to take different approaches.
For example, your brand may make products or product packaging from compostable materials. You may have a robust plan to reduce your contributions to landfill waste. Or you may take steps to offset your company’s carbon footprint, such as investing in renewable energy or carbon credits.
These are all reasonable and compelling ways to make your business more environmentally just and ethical. Take stock of the real-world impact or efforts you’re making, and ensure that you’re making note of those things in your marketing materials.
Focus on Storytelling
Another important aspect of sustainability and ethical marketing is to present your corporate values through effective storytelling.
One way to do so is to create narratives explaining why you care about environmental issues the way that you do. For example, maybe your company is based in an area where green spaces are increasingly endangered. That’s a compelling reason to promote environmental sustainability.
Additionally, using data and real-life examples to showcase the positive effects of your green initiatives can help customers to see that your initiatives are actually making a difference.
Avoid Greenwashing
While your brand may be zealous to highlight its commitments to sustainability, it’s important to be accurate and truthful in any claims you make. Otherwise, you may quickly slip into dangerous territory, specifically a practice known as greenwashing.
What is greenwashing, exactly? Basically, it’s any marketing effort designed to make a product seem more environmentally friendly or more sustainable than it actually is. And while some companies actually engage in greenwashing maliciously, it’s important to remember that you can drift into greenwashing by sheer accident, too.
What does greenwashing look like in practice? Some common examples include:
- Selective disclosure. One way to greenwash your company is by emphasizing certain areas where you have supported environmental responsibility while downplaying other areas. For example, automotive companies can tout their fuel-efficient batteries while conveniently failing to mention their massive carbon emissions.
- Symbolism and performance. Sometimes, companies engage in gestures that are purely performative. If an oil and gas company has a major spill, they may donate soap to help with the clean-up effort… but this is hardly evidence of a real, long-term commitment to sustainability.
- Finally, remember that the most meaningful environmental claims will be backed with credible evidence. Saying that your product is “vegan-approved” or “made with natural ingredients” doesn’t really mean anything.
Seek Help with Sustainability and Ethical Marketing
If you’re interested in taking a more serious and committed approach to sustainability and ethical marketing, we’d love to help. At Grammar Chic, Inc., we have a proven track record developing and executing marketing strategies for businesses of all kinds. We’d love to talk more about your goals for sustainability and ethical marketing: Contact us today by calling 803-831-7444.

A freelance writer and journalist since 2000, Josh Hurst became a member of the Grammar Chic team in 2011. Initially serving as Associate Writer and Editor, Josh became the company’s Content Marketing Strategist in 2013. Additionally, he regularly writes about music, film, television, and literature for FLOOD Magazine and Slant Magazine.