43 Sustainable Marketing Examples for Inspiration

These days, people want to feel good about what they buy and who they buy from. Did you know that 72% of global consumers are willing to pay more for products with sustainable credentials? This shift shows that people care deeply about the impact of their purchases. Sustainable marketing taps into this by promoting products and practices that are good for the planet and society.

What Is Sustainable Marketing?

Sustainable marketing promotes products that are good for the environment and society. Sustainable marketing differs from traditional marketing. Traditional marketing focuses on selling. In contrast, sustainable marketing looks at the long-term impact on the world.

Why Does It Matter Now?

Consumers are becoming more aware of environmental issues. A study found that 64% of global consumers were worried about climate change in 2023. Therefore, businesses must change their marketing strategies to address these concerns.

Sustainable Marketing Across Business Models

Sustainable marketing isn’t the same for every business. It changes based on each company’s needs. Here’s a look at sustainable marketing in various contexts. Each one includes a helpful statistic or example:

• B2B (Business-to-Business): Involves transactions between businesses. Sustainable marketing here focuses on promoting eco-friendly practices within supply chains and operations. A study showed that B2B companies can boost their brand image by using green initiatives. This also helps them meet the rising demand for eco-friendly practices.

• B2C (Business-to-Consumer): Targets individual consumers. Sustainable marketing in B2C emphasizes transparent communication about product sustainability. Seventy-eight percent of consumers feel good about buying sustainable products. This shows they prefer eco-friendly options. ​

• B2B2C (Business-to-Business-to-Consumer): This model mixes B2B and B2C. Businesses work together to provide products or services to consumers. Sustainable marketing in this model keeps sustainability values strong in the partnership. The B2B2C market has a compound annual growth rate of 14.6%, reflecting its expanding influence. ​

• E-commerce: Encompasses online transactions across various models. Sustainable marketing in e-commerce involves eco-friendly packaging and carbon-neutral shipping. E-commerce is set to reach nearly 20% of global retail sales by 2024. So, adding sustainability can greatly influence this huge market.

Comparison of Sustainable Marketing Approaches

Introducing Profyle Digital Business Cards

One practical step towards sustainable marketing is reducing paper waste. Traditional business cards contribute to this waste, especially at events and conferences. Profyle Digital Business Cards offer a modern way for professionals to share contact info online. This not only cuts down on paper use but also provides a convenient way to exchange details.​

Benefits of Using Profyle Cards:

• Eco-Friendly: Reduces the need for paper, helping to save trees

• Convenient: Easily share and update contact information without reprinting cards.​

• Cost-Effective: Save money by eliminating printing costs.

Using tools like Profyle Digital Business Cards helps businesses move towards sustainable marketing. Create your free Profyle Card here.

Best Sustainable Marketing Examples

Three in five companies implemented a sustainability strategy in 2024 according to Euromonitor. Businesses are changing their marketing to address rising environmental concerns.

How Sustainable Marketing Differs from Traditional Marketing

Traditional marketing often focuses on quick sales and short-term profits. Sustainable marketing, but, looks at the bigger picture. It includes eco-friendly practices and social responsibility in business strategies. This can boost brand reputation and strengthen customer loyalty.

7 Real-World Sustainable Marketing Examples

Here are seven companies with genuine and innovative sustainable marketing initiatives:

1. Sustainable Marketing Example: Apple – “Mother Nature” 

Apple used part of its 2023 keynote for a fun in-office skit called “Mother Nature.” They shared real climate data. They also discussed achieving carbon neutrality for some products.

• Why it stands out: It was humorous, bold, transparent—and broadcast to millions.

• Takeaway for marketers:

  • Make sustainability data visual and engaging.

  • Don’t be shy. Public accountability builds trust.

  • Use storytelling and character to humanise big numbers.

2. Sustainable Marketing Example: Lush – “Naked” Product Line 

Lush took away all packaging from some products. No plastic, no wrappers, simplicity over everything.

• Why it stands out: Zero-waste by design, not just branding.

• Takeaway for marketers:

  • Let the product be the packaging.

  • Extreme solutions spark word-of-mouth.

  • Commit to uncomfortable change to lead the category.

3. Sustainable Marketing Example: Eileen Fisher – “Renew” Circular Fashion Platform

Customers return worn items for resale, upcycling, or repair. Eileen Fisher sells these on a separate “Renew” store.

• Why it stands out: A luxury brand embracing secondhand openly—without shame.

• Takeaway for marketers:

  • Normalise reuse, especially in fashion.

  • A secondhand line can have its own brand identity.

  • Extend the life cycle of products and your story.

4. Sustainable Marketing Example: Germaine de Capuccini – “Refill & Renew” 

This cosmetics brand launched “Refill & Renew.” It offers eco-friendly refillable bottles to help cut down on plastic waste. Customers receive a 20% discount when purchasing these refillable options, encouraging sustainable choices.

• Why it stands out: It offers refillable packaging for moisturisers. This helps cut down on plastic waste.

• Takeaway for marketers:

  • Consumer Incentives: Providing financial benefits encourages customers to adopt sustainable habits.

  • Product Redesign: Reevaluating packaging can lead to significant environmental impact reductions.

  • Transparent Communication: Clearly conveying sustainability efforts enhances brand credibility.

5. Sustainable Marketing Example: Allbirds Carbon Footprint Labelling 

Every product has a carbon footprint label, like a food label. This helps consumers make comparisons.

• Why it stands out: It’s educational, not preachy.

• Takeaway for marketers:

  • Make carbon visible.

  • Set the expectation others will follow.

  • Empower shoppers to make informed choices.

6. Sustainable Marketing Example: IKEA “Buy Back Friday” 

IKEA launched a furniture buy-back program to encourage reuse instead of consumption.

• Why it stands out: Anti-hype on the most hyped shopping day of the year.

• Takeaway for marketers:

  • Subvert overconsumption with practical solutions.

  • Campaigns don’t need discounts—they need direction.

  • Speak softly, carry a circular model.

7. Sustainable Marketing Example: Ecosia, The Search Engine That Plants 

Uses 100% of its ad revenue profits to plant trees globally. It’s baked into the business model.

• Why it stands out: Pure-play purpose-led model, not a “campaign.”

• Takeaway for marketers:

  • Build sustainability into the why, not just the what.

  • Let purpose drive product—and promotion follows naturally.

Comparison Table: What You Can Learn as a Marketer

Even More Sustainable Marketing Examples

Philips 

Launched the “Care means the world” campaign. It shows how human health links to environmental health. Philips is committed to delivering quality healthcare while reducing environmental impact.

Microsoft 

The “Let’s put AI to work for the planet” campaign shows how AI can help with environmental issues. For example, it can optimize energy use and protect biodiversity

Killarney Town 

Killarney wants to be Ireland’s most sustainable town by 2030. To reach this goal, it launched the Coffee Cup Project. This project removes single-use cups from 55 local businesses. As a result, waste has decreased significantly.

Principles of Sustainable Marketing

Recent studies show that corporate buyers (say, for corporate gifts) can be easily misled by green marketing. This highlights the need for real sustainable marketing practices. A Kantar study found that just 36% of people trust green marketing claims. But, that trust doubles when brands provide clear proof and show long-term commitment.

But here’s another thought: more than 59% of consumers worldwide say they’ve boycotted a brand for doing social or environmental harm. That’s not a fringe movement—that’s half your market walking out the door. Let’s explore five key principles of sustainable marketing. We’ll use lively, real-world examples that feel fresh and relevant.

Consumer-Oriented Sustainable Marketing

Start with people. Not product. This principle is about stepping into your customer’s shoes and designing marketing around what they truly care about. Brands that pull this off don’t just push—they listen, adapt, and meet their people where they are.

• Sustainable Marketing Example: Who Gives A Crap (yes, that’s their name) sells eco-friendly toilet paper. Furthermore, it donates 50% of profits to sanitation projects. Their fun, quirky messaging speaks directly to socially conscious consumers. They don’t pretend to be serious. They just seriously care.
• Lesson for marketers: Drop the jargon. Use your audience’s language and speak to their values — even if they include toilet humour.

Customer Value Matters in Sustainable Marketing

Give more than you take. Don’t market for the sake of selling—market to build something lasting. Offer real value, not just clever gimmicks.

• Sustainable Marketing Example: Too Good To Go is a food rescue app that connects people with unsold food from local businesses at a discount. It solves a real problem (food waste) and creates real joy (bargain meals). Win-win.
• Lesson for marketers: People remember brands that fix problems they care about. Help first, profit later.

Innovation in Sustainable Marketing

Change what needs changing. Then change it again. Sustainable marketing needs fresh thinking. Don’t stick to old scripts. Brands need to keep reinventing both what they sell and how they talk about it.

• Sustainable Marketing Example: Ganni, a Danish fashion brand, dropped their “sustainable” claims. They published an open letter called “We’re Not Sustainable.”” Bold. They focus on progress, not perfection, and share their learnings publicly.

• Lesson for marketers: Show your working. Admit what you’re still figuring out. That honesty is more appealing than polished green claims.

Sense-of-Mission in Sustainable Marketing

Stand for something bigger. This principle says your company should serve a social purpose, not just its own pocket. That mission should show up in your marketing—loudly and proudly.

• Sustainable Marketing Example: Tony’s Chocolonely isn’t just making chocolate. Their entire brand mission is to end slavery in the cocoa industry. They slap mission facts on the wrapper and use bold graphics to explain their cause.
• Lesson for marketers: When your mission shapes every product and post, you don’t need to “sell” values. People feel them.

Societal Marketing

Do right by your customers, your business, and the world. All at once. This is about making choices that benefit society in the long run, not just boosting sales now. Think beyond your brand—think system-wide impact.

• Lesson for marketers: If your values are genuine, take a stand. Customers love a business with a backbone.

How to Apply These in Real Life (Without Losing Your Mind)

• Ask your customers what they care about most. Let that guide your sustainability focus.
• Be human in your language — sustainability doesn’t have to sound like a textbook. See our page on sustainability for an example.
• Fix one small thing in your business each month and talk about it honestly.
• Choose one mission, not twelve. Make it your campaign theme, not just your footnote.
• Educate, don’t preach. Share the why behind your changes, not just the press release.

Ready to put your values into action? Start with how you show up. Sign up for a Profyle Digital Business Card for free and stop wasting trees on printed cards. Create your card now

The 4 P’s of Sustainable Marketing

When it comes to marketing, the classic 4 P’s —Product, Price, Place, and Promotion —  have long been the pillars of strategy. But as the world leans greener, these elements are getting a sustainable makeover. Let’s look at how each P changes in sustainable marketing. We’ll use real-world examples to illustrate these ideas.

1. Product: Designing with Purpose

Sustainable Shift: Craft products that not only meet consumer needs but also tread lightly on the planet.​

Case Study: Patagonia’s Worn Wear Program​

• What They Did: Patagonia encourages customers to buy used gear and trade in their old items, promoting a circular economy.​

• Impact: Extends product lifespan, reduces waste, and reinforces brand commitment to sustainability.​

Takeaway: Design products that are durable, repairable, and recyclable. Better yet, create avenues for reuse and resale.​

2. Price: Reflecting True Costs

Sustainable Shift: Price goods to reflect their environmental and social costs, but keep them fair for consumers.

Case Study: Tony’s Chocolonely’s Fair Trade Pricing​

• What They Did: Committed to paying cocoa farmers a living wage, ensuring ethical sourcing.​

• Impact: Supports fair labor practices and educates consumers on the value of ethically produced goods.​

Takeaway: Transparent pricing builds trust. When consumers know the story behind the price, they are more likely to invest.

3. Place: Streamlining Distribution

Sustainable Shift: Optimise distribution channels to minimise carbon footprints and support local economies.​

Case Study: LUSH’s Localised Production Facilities​

• What They Did: Set up factories near important markets to cut transportation emissions.

• Impact: Cuts down on shipping distances, supports local employment, and ensures fresher products.​

Takeaway: Evaluate your supply chain. Localised production and distribution can lead to environmental and economic wins.​

4. Promotion: Communicating Genuinely

Sustainable Shift: Market with honesty, highlighting genuine sustainability efforts without greenwashing.​

Case Study: IKEA’s “People & Planet Positive” Campaign​

• What They Did: Launched a comprehensive strategy detailing their sustainability goals and progress.​

• Impact: Gained consumer trust by being open and honest. This made the brand a leader in sustainability.

Takeaway: Authenticity resonates. Share both achievements and challenges in your sustainability journey.​

Brands can rethink the classic 4 P’s with sustainability in mind. This way, they can build marketing strategies that boost sales and help the planet and society.

How to Market a Sustainable Product

It’s interesting, 90% of consumers claim to care about sustainability, but only 33% make eco-friendly purchases. So what’s the gap? Trust. Transparency. And a marketing approach that doesn’t sound like it was written by a recycling bin.

Let’s look at how you can market a sustainable product in a way that connects, converts, and sticks.

Tell the Story — But Tell It Real

Drop the gloss. People don’t want to hear corporate buzzwords. They want to know where your materials came from, who made the product, and what impact it has—good and bad.

• Example: Veja, a French sneaker brand, shows where their rubber and leather come from. They share who makes their shoes and admit where they still fall short. Their honesty wins fans.
• Lesson for marketers: If you’re doing something good, say it straight. If you’re still figuring things out, say that too.

Avoid Greenwashing. Consumers Are Smarter Than You Think.

Don’t say “eco-friendly” without backing it up. Don’t slap a leaf on the packaging and call it a day.

• Example: Futerra, a sustainability agency, made the “Greenwash Guide.” Many brands were making empty claims. Consumers now expect proof—certifications, impact numbers, lifecycle info.
• Lesson for marketers: Don’t claim. Prove. Every sustainable claim should have a link, label, or logic behind it.

Make the Sustainable Choice the Easy Choice

Convenience is key. Sustainability shouldn’t feel like homework.

• Example: Who Gives A Crap delivers toilet paper to your door in plastic-free, cheeky packaging—and lets you subscribe, so you never run out.
• Lesson for marketers: Design for ease. If your sustainable product takes more effort than the regular one, most people won’t switch.

Build Social Proof—Let Your Fans Do the Talking

Use Cialdini’s principle of social proof. Show real people choosing your sustainable product. Reviews, photos, unboxing videos, user stats—they all count.

• Example: Allbirds shows customer reviews, carbon footprint data, and videos of how they make their shoes.
• Lesson for marketers: Turn customers into advocates. People trust people more than brands.

Connect at Events—But Leave the Paper Behind

Conferences and networking events are still big for building leads. But you don’t need to carry 200 business cards.

• Example: Profyle Digital Business Cards let you share details quickly. You can track interactions and cut down on paper waste. Plus, they look sleek and modern.
• Lesson for marketers: Sustainable marketing doesn’t stop at the product. It should show up in how you market, too.

Want to take your marketing to the next level without printing another stack of cards? Create your Profyle Digital Business Card for free right now.

Green Marketing: It’s All About the Product

Let’s not beat around the (organic) bush—lots of brands say they’re “green.” Fewer live up to it. Even fewer understand the bigger picture. And this is where green marketing and sustainable marketing part ways. Like cousins at a wedding—same family, different vibes.

A good sustainable product has important “green” features:

• It uses biodegradable packaging.

• It includes recycled materials.

• It ships in a carbon-neutral way.

This is often used to attract eco-conscious consumers by highlighting environmental benefits.

An example of green marketing

A supermarket slaps a “100% compostable” badge on its new sandwich wrapper. That’s green marketing. But here’s the catch: A product can be green while the business behind it is… not so much. A single campaign can look eco-friendly while hiding a landfill of bad practices elsewhere.

Marketer tip: Green marketing works when it’s true and consistent. It fails when it’s surface-deep.

Sustainable Marketing: It’s About the Whole Business

Sustainable marketing looks at the big picture. Products, operations, supply chains, people, and values all impact our planet and society. Integrates environmental and social responsibility into the core of marketing and business decisions.

An example of sustainable marketing

Eileen Fisher, as we mentioned earlier, doesn’t just sell clothes. They run a take-back programme, use sustainable fibres, and advocate for gender equity. Their marketing speaks to a mission, not just materials. It’s not just about the wrapper. It’s about what the company stands for.

Marketer tip: Sustainable marketing takes longer to build—but it lasts longer too.

Quick Comparison Table

The 3 P’s of Sustainability: A Handy Lens

To build real sustainable marketing, keep these in mind:

• People: Are you doing right by workers, communities, and customers?

• Planet: Are your materials, transport, and packaging doing less harm—or creating good?

• Profit: Are you building a business that can grow without draining resources?

Example: Toast Ale brews beer using leftover bread from bakeries. It hits all 3 P’s—reduces food waste (planet), donates profits (people), and still sells great beer (profit).

Marketer tip: Use the 3 P’s to test every campaign idea. If it only ticks one box, it needs work.

The 7 P’s of Sustainable Marketing

If the classic 4 P’s of marketing were a starter kit, the 7 P’s are the full toolbox. When you use a sustainable approach, you’re not just selling better. You’re also creating a brand that people respect, remember, and recommend.

Let’s take a spin through the 7 P’s of sustainable marketing—and show you how they shape brands that walk the green talk.

1. Product

Your product should solve a need without creating a bigger problem elsewhere. Sustainable products are often made with eco-friendly materials, use less packaging, and are built to last.

• Example: Elvis & Kresse turn old fire hoses into luxury bags. Stylish and upcycled? That’s the kind of brag customers love to share.
• Takeaway: Build something worth keeping—not tossing.

2. Price

Sustainable doesn’t mean cheap. It means fair. Pricing should show ethical sourcing, good labor, and a lower environmental impact. It also needs to feel fair to customers.

• Example: Organic Basics explains pricing and costs. They show why their clothing costs more and what customers get in return.
• Takeaway: Transparency wins over discount culture.

3. Place

• A distribution system that cuts emissions, helps local communities, and shortens the distance from maker to user.

• Example: Farmdrop built a platform to connect local farmers directly with buyers, cutting out long supply chains.
• Takeaway: Rethink how your product travels. The shorter the trip, the stronger the story.

4. Promotion

Don’t just say it. Show it. And definitely don’t fake it. Marketing should reflect actual impact, backed by real data or stories.

• Example: Finisterre is a sustainable surfwear brand. They provide detailed information about their suppliers. They track environmental progress and include all types of customer feedback, both good and bad.
• Takeaway: Your most powerful ad is your actions.

5. People

The people who make, sell, and buy your products matter. Ethical sourcing, employee care, and inclusive messaging all build loyalty.

• Example: Tala is a sustainable activewear brand. It shares its commitment to fair wages and inclusive sizing. This stands out in a market that often fails to do so.
• Takeaway: People don’t buy from faceless brands. Show them who you are.

6. Process

This covers how things get made and delivered. From energy use to water waste to working conditions—clean up your process, and you clean up your brand.

• Example: Icebreaker uses a “Transparency Report” to show their full process, from merino sheep to retail shelf.
• Takeaway: If you can map it, you can market it.

7. Physical Evidence

This is everything your customer sees, touches, and experiences—packaging, product, store, website. It’s the proof behind the promise.

• Example: Profyle Digital Business Cards offer a smart and stylish alternative to printed cards. They are waste-free, easily shareable, and trackable, making them a better choice for the planet.
• Takeaway: Let every brand touchpoint prove your values.

Why It Matters: The Sustainability Market Is Booming

Sustainable product sales in the U.S. reached $150 billion in 2023, and are growing five times faster than conventional products. Consumers are voting with their wallets — and sustainable brands are winning. If you’re ready to align all 7 P’s—from process to physical proof—get started with a tool that reflects your brand values.

Sustainable marketing isn’t a trend. It’s a business advantage.

• Consumers remember purpose-driven brands more than generic ones.

• Employees stay longer at companies with clear values.

• Investors are backing companies with long-term environmental resilience.

Sustainable marketing builds trust, loyalty, and a real story worth sharing. Want to put these ideas into practice straight away? Ditch the paper trail and go digital. Create your Profyle Digital Business Card now (it’s free). Create your free Profyle Card.

Getting Started with Sustainable Marketing

You don’t need to overhaul your entire business overnight to do sustainable marketing well. What you do need is the right mindset, the right tools, and a solid first step. So let’s get you sorted with some practical ideas to help you start clean, smart, and with purpose.

Useful Tools for Sustainable Marketing

These tools can help make your marketing cleaner, simpler, and more values-aligned:

Profyle Digital Business Cards

• What it does: Lets you instantly share your contact info at events — no paper, no waste.
• Why it matters: It’s the easiest, sleekest switch you can make today.

Kanoppi

• What it does: Evaluates your website’s sustainability and carbon footprint.
• Why it matters: Clean code = clean conscience.

Good On You

• What it does: Rates fashion brands based on ethics and sustainability.
• Why it matters: If you’re in fashion or retail, you’ll want to know where you stand.

Ecosend

• What it does: Helps you send email campaigns while tracking carbon usage (yes, even emails have a footprint).
• Why it matters: You can’t fix what you don’t measure.

Plan A

• What it does: Carbon accounting platform that helps you track and reduce emissions across your business.
• Why it matters: Great for small businesses ready to take responsibility.

Common Questions – Real Answers

Q: Can small businesses do sustainable marketing without a big budget?

A: Absolutely. Focus on what you can control. Use digital tools like Profyle, swap packaging, or improve your messaging. Small shifts stack up.

Q: Is “sustainability” the same as being “eco-friendly”?

A: Not quite. Eco-friendly usually refers to the environment only. Sustainability includes people, profit, and planet.

Q: What if we’re not perfect yet—should we wait to talk about it?

A: Talk about the journey. People don’t expect perfection—they want honesty. Being open builds trust.

Q: Will going green hurt our profits?

A: Not if you do it properly. Brands like Veja, Allbirds, and Tony’s Chocolonely show that purpose-driven businesses can grow faster, not slower.

Q: How do I get leadership to buy in?

A: Use the data. Show them customer demand, investor pressure, and brand loyalty stats. People don’t ignore numbers forever.

5 Simple Ways to Start Your Sustainable Marketing Journey

1. Switch to Profyle Cards for all business events. Stop printing what ends up in bins.

2. Map your supply chain—even if it’s messy. Transparency builds trust.

3. Add real impact stats to your website or packaging. Don’t guess—track.

4. Revamp your campaigns. Can you create one that focuses on reuse, repair, or community action?

5. Talk to your customers—ask what they care about most, and build your strategy from there.

You don’t need a new logo. You need a better way of showing up. Start with how you connect at events and meetings. Sign up for free here