Communicating Sustainability: How to Market While Protecting the Environment
6 February 2025In recent years, sustainability has become a central theme in the world of business and marketing. An increasing number of consumers are paying attention to the environmental and social impact of the companies they buy from, and companies have realized that integrating sustainable practices is not only an ethical duty, but also a strategic opportunity to differentiate themselves and build a relationship of trust with their public. However, adopting sustainable practices within a company is not enough: it’s also crucial to communicate effectively these initiatives to the public. Sustainable marketing is not just about selling a product or service: it’s a vehicle to convey values, build a solid reputation, and create an authentic connection with consumers.
Techniques for communicating sustainability
Transparency and Authenticity. The foundation of any sustainability communication must be transparency: companies that embark on a sustainability path must be able to document and share their achievements and future goals with the public. Communicating sustainability is not just about declaring that a company is “green” or “eco-friendly”; it’s necessary to adopt a structured approach that involves the entire organization and communicates authentic values.
One of the most effective techniques for communicating sustainability is storytelling. Stories have a unique emotional and evocative power: telling how a product is made, from the choice of raw materials to production, connects consumers to the company’s values. Describing the production chain through the sustainability goals achieved, such as water conservation in manufacturing processes and monitoring workers’ rights, creates empathy and allows for a deeper relationship with consumers.
Transparency and data. Consumers are increasingly skeptical of general claims. Providing specific data, such as the percentage of reduced emissions or the amount of recycled waste, helps to build credibility. Tools like sustainability reports or environmental certifications (e.g., ISO 14001) become essential. Official certifications provide a tangible way to demonstrate a company’s commitment to sustainability. Labels like Fair Trade, B Corp, or carbon-related certifications (such as the Carbon Trust) are useful tools for clearly communicating the company’s commitment.
In order to communicate effectively, the most relevant tool today is digital channels: social media and websites are powerful tools for communicating sustainability. Videos, infographics, and interactive posts can make the message more accessible and engaging.
How to do sustainable marketing
Sustainable marketing goes beyond simple communication: it involves a profound change in business strategies. It is based on promoting products and services that meet environmental and social responsibility criteria. It’s a holistic approach that considers the entire lifecycle of the product and its impact.
The first step is to offer products or services that are environmentally friendly. This may mean using recycled materials, reducing packaging, or designing items that last longer. Next, the concept should be extended to the entire supply chain, creating and promoting a responsible supply chain. This also includes promoting product durability and reparability, in contrast to a culture of consumerism and planned obsolescence. Companies can highlight the longevity of their products and offer repair or recycling services to encourage consumers to make less environmentally impactful choices.
Finally, companies that adopt sustainable marketing should actively participate in local or global environmental or community initiatives. Whether funding reforestation projects or supporting environmental education, every concrete action helps solidify the image of a responsible company.
Examples of companies communicating sustainability
Many companies have made sustainability a pillar of their marketing strategy. Among the most virtuous examples is Patagonia: the outdoor clothing brand is known for its environmental commitment. In addition to using sustainable materials, Patagonia has launched campaigns like “Don’t Buy This Jacket,” urging consumers to reflect on their consumption, and initiatives like the Worn Wear program, which encourages the repair and reuse of clothes. The brand is also known for its environmental activism, donating a portion of its profits to conservation projects.
IKEA has embarked on a path of sustainability that includes the use of renewable materials, the adoption of clean energy in its production, and a constant commitment to waste reduction. It even launched a line of products made from recycled materials, promoting the concept of the circular economy.
Unilever, with its “Sustainable Living Plan,” has focused on reducing the environmental impact of its products and improving the living conditions of the communities in which it operates.
What is greenwashing and how to avoid it
Greenwashing is a deceptive practice in which companies, while not adopting real sustainable practices, try to appear environmentally responsible through misleading communication. To avoid greenwashing, companies must be transparent, state only practices and measures that are supported by concrete evidence, avoid ambiguous claims using vague terms such as “eco-friendly,” “natural,” or “green” without supporting data, and communicate consistently: actions must align with words.
Communicating sustainability is a complex but essential challenge for companies that want to remain competitive in an increasingly environmentally-conscious market. Through authentic communication techniques, responsible marketing strategies, and real commitment, it is possible to build a brand that not only respects the planet but also wins the trust of consumers.
For this reason, training is crucial: to meet the challenges of sustainability and responsible marketing, Bologna Business School offers programs designed to prepare future leaders capable of leading the transition to a more sustainable economy, and communicating this path effectively.
Sustainability is at the heart of many BBS programs: from the MBA in Sustainability and Innovation, a comprehensive course aimed at adding an ethical dimension to managerial roles, to the Professional Master in Business Management – Green Management and Sustainable Businesses, as well as the Executive Masters in Sustainability Transition Management and Sustainability and Business Innovation, these top-tier educational programs are among the most innovative in Europe on sustainability topics.
Alongside these, Bologna Business School offers vertical programs focused on market-relevant themes, aimed at providing knowledge and tools to quickly enter the business area of sustainability, such as the Open Program in ESG and Sustainable Finance and the Open Program in Sustainability Reporting, dedicated to essential aspects like sustainability reporting and ESG regulations.
From a more marketing-specific perspective, there is also integration with sustainability topics in programs such as the Professional Masters in Analytics and AI for Marketing, Applied Marketing and Sales, and Digital Marketing and Communication, as well as the Executive Master in Sales and Marketing, along with more vertical Open Programs like Trade Marketing & Sales Management, Shopper Marketing, Marketing Management, and Digital Marketing & Communication.
BBS, particularly through its Initiatives for Sustainable Society and Business, stands as a European reference point in applying sustainability research, influencing all its educational programs, which are always at the forefront of these topics and provide a true gateway to the job market.
