Hey, Fellow Marketeer! You’re on the verge of extinction if you’re not marketing your green. Remember the early 2000s? Back then, hoardings and TV ads ruled, and someone in the room probably said, “Hey, you need to get into digital marketing—it’s the future.”
Maybe you listened. Maybe you didn’t. But look where we are now—living in the golden age of digital marketing. And if you’re still stuck in the past, clinging to outdated, untrackable marketing methods, well… you’re pretty much ready to be a fossil.
Here’s the kicker: the same thing is happening right now with sustainable marketing. If you haven’t heard about it yet, this is your sign to wake up and smell the eco-friendly coffee.
What is Sustainability Marketing?
It’s simple: brands spend money to showcase their efforts toward sustainability.I’d love to call it “the future,” but the truth is, it’s already here. The biggest brands in the world are doing it. In fact, sustainability marketing is so common that I challenge you to find a brand that hasn’t dipped its toes into the green pool. Spoiler alert: I’ll prove you wrong.
So, Why Sustainability Marketing? The reason is staring us in the face: Gen Z. This generation is fiercely climate-conscious. They’re all about change—whether it’s trends like sober January or adopting eco-friendly habits. And guess what? If your brand is known for genuinely caring about the planet, these consumers will choose you—even at a premium. That’s loyalty with a capital L.
Need Proof? Let’s Talk About Coldplay.
Coldplay started as a band that vibes with older Millennials. But when they dropped their sustainability report, they became so much more. Suddenly, they weren’t just chart-toppers—they were eco-icons. Gen Z, the planet’s self-appointed guardians, took notice. Why was it a game-changer? Coldplay went from being a nostalgic playlist to being a thought leader in the green movement. They redefined their identity, turning eco-consciousness into their USP. Result? A fresh wave of fans, relevance in a younger market and a shining example for brands everywhere.
Here’s the ripple effect: brands, celebrities, and influencers are rushing to jump on the sustainability bandwagon because going green works. But there’s a flip side—not jumping on could be disastrous.
Take Taylor Swift, for example. As Coldplay soared with its green message, Taylor faced growing criticism for staying silent on sustainability. Gen Z isn’t afraid to call out brands (or celebs) who aren’t doing their part. In today’s world, going green isn’t just trendy—it’s mandatory.
One Final Thing: Don’t Fake It.
If you’re thinking about greenwashing or pretending to care without actually caring – don’t. Sustainability marketing has some of the most passionate followers, and they’ll call you out faster than you can say eco-friendly. So, take real steps. Make real changes. Market them authentically.
And if you do it right, you won’t just survive—you’ll thrive. You’ll be the brand that stands taller than the rest, earning not just consumers, but die-hard advocates.
(The author is the Co-Founder of Alchemist and Earthwise)
