The Marketing Paradox: When 'Sustainable' Marketing Becomes Part of the Problem
As marketers, we find ourselves at the heart of a paradox. On one hand, we're tasked with driving growth and engagement; on the other, we're watching brands adopt "sustainable" messaging while often contradicting themselves with overproduction and overconsumption strategies. It's time to ask: are we part of the solution, or the problem?
The Numbers Paint a Clear Picture
Let’s set the scene with some staggering statistics. Humanity is consuming at a rate that would require 1.7 Earths to sustain. In the last two decades, we've seen a 400% increase in clothing purchases, yet much of what is produced never even reaches a consumer. For fashion alone, 15-45 billion unsold garments are discarded annually. These figures are not only concerning but also indicative of the scale of overproduction and the challenges we face as marketers trying to balance growth with environmental responsibility.
Real-World Examples: The Good, The Bad, and The Contradictory
Fast Growth vs. Sustainability: P.Louise Cosmetics
In beauty, P.Louise Cosmetics has thrived on aggressive campaigns through TikTok and Instagram. Their use of limited-time bundles and flash sales has resulted in phenomenal revenue growth, with a 20.8x return on ad spend. But such tactics often encourage unnecessary purchases, drawing criticism for fostering overconsumption. From a marketing perspective, this is an example of short-term growth at the cost of long-term brand health. The return on investment (ROI) might be high, but the environmental impact of encouraging excess purchasing can harm brand perception.
The Wild Deodorant Dilemma
Speaking from personal experience, I was once an avid Wild Deodorant user, drawn to their sustainability promises and skin-friendly formula. However, their shift toward "limited edition" cases and "collect them all" promotions led me to cancel my subscription. On TikTok Live, their promotional streams now regularly face questions like "how is this sustainable?" and "how is this eco-friendly?" — with engagement metrics showing increasing scepticism from viewers.
Wild's brand messaging contradicts its environmental claims, which can erode consumer trust. This highlights a critical gap in brand authenticity and consumer education, both of which are crucial for fostering genuine customer loyalty.
I can appreciate that as a business they want to promote their brand and products with the use of limited edition designs, scents and offers - however by doing this can in turn make you lose the original message that a sustainable company is meant to follow.
Fast Fashion's Contradictions: H&M
H&M’s "Conscious Collection" provides a similar paradox. While it uses sustainable materials, the brand still launches thousands of new items annually. This practice is at odds with the principles of sustainability and consumer mindfulness. H&M’s attempt at green marketing falls short of creating meaningful change and risks being perceived as greenwashing — a term used when brands mislead consumers into thinking they are more environmentally friendly than they truly are.
Patagonia: Sustainability Done Right
In contrast to brands like H&M, Patagonia has long set the gold standard for sustainable marketing. Their commitment to the environment is not just about products; it's embedded in their entire business model. From the materials they use — such as recycled fabrics — to their transparent approach to carbon footprint reduction, Patagonia has proven that sustainable practices can align with long-term profitability.
The company’s “Don’t Buy This Jacket” campaign, which encouraged customers not to buy new products unnecessarily, highlights their commitment to sustainability over pure consumerism. Patagonia exemplifies how ethical marketing can create a strong emotional connection with consumers, turning sustainability into a core brand value.
The company’s circular economy model further reinforces its commitment to the planet by offering repair services and encouraging customers to buy used products.
The Allbirds Approach
In contrast, Allbirds, a footwear company, has taken a different approach. Known for its commitment to sustainability, Allbirds focuses on using renewable materials like merino wool and eucalyptus trees in their products. Their transparent approach about their carbon footprint and efforts to reduce it have garnered them a loyal following.
Allbirds proves that it's possible to achieve profitability while staying true to sustainable practices, showing that long-term success and environmental responsibility don't have to be mutually exclusive. Allbirds’ success illustrates the power of brand transparency and authenticity — key components for building trust and sustainable business models.
The B Corp Certification Challenge
The Gold Standard vs. Reality
B Corp certification has long been seen as the gold standard for businesses striving to demonstrate social and environmental responsibility. The rigorous process requires companies to meet criteria across five areas: governance, environment, workers, community, and customers. However, as sustainability becomes a buzzword, more companies are seeking certification, not always with genuine intent.
Current Challenges
42% of companies exaggerate sustainability claims (European Commission, 2024).
Some businesses approach certification as a marketing tactic rather than a commitment to change.
Larger companies can achieve certification based on policies rather than actual changes.
While B Corp certification provides a reliable framework for measuring a company’s commitment to sustainability, it’s not foolproof. Many companies only focus on meeting the minimum criteria without addressing deeper systemic issues, such as overproduction or unethical labour practices. This highlights the growing concern around ethical certification fatigue, where certifications like B Corp lose their value if they are not consistently upheld.
A Personal Perspective
I am very fortunate to be working for a certified B Corp organisation that is incredibly transparent in their practices — from employee happiness to environmental impact. Recently, we had to determine the exact number of recycled paper leaflets needed for our annual conference to eliminate waste (250 proved to be the sweet spot). We also practice and are encouraged to follow a flexible working schedule rather than the typical 9-5 which allows us to prioritise our personal life and be our best at work.
This commitment to reducing waste, employee happiness and overall wellbeing demonstrates that it’s possible to apply sustainability principles at every level of the business, not just in marketing campaigns, this was something that was in practice in the company prior to gaining B Corp status. You can see the breakdown on the WEM’s B Corp status here.
Market Shifts and Consumer Behaviour
The Black Friday Indicator
Consumer behaviour is evolving significantly:
UK Black Friday spending peaked at £7.8 billion in 2019.
Was predicted to drop to £3.95 billion by 2023. Trying to find some clear data for 2024 was difficult, but by seeing so many companies still promoting Black Friday (when at the time of writing this, it’s almost been a week) means that sales haven’t been as big as hoped for and in turn have extended the sale to encourage more purchases.
While sustainability awareness plays a role in this decline, we cannot attribute the entire shift to eco-consciousness. The cost of living crisis also affects purchasing power, with many consumers now reconsidering whether they truly need the latest product, regardless of the discounts. From a marketing perspective, this reinforces the idea that value-driven purchasing — where consumers seek products that align with their values — is becoming more prevalent.
Solutions and Way Forward
1. Transparency Over Greenwashing
Follow Patagonia's example of sharing production data.
Commit to circular economy principles.
Avoid vague "sustainability" claims, like those made by H&M.
2. Production Reform
Limit unnecessary product launches.
Focus on longevity over trends.
Resist the temptation of seasonal novelties.
Brands like Allbirds show that it's possible to maintain growth without encouraging unnecessary consumption. This requires a fundamental shift in marketing practices, from sales-driven metrics to customer loyalty and sustainability-driven goals.
3. Data-Driven Decision Making
Utilise consumer insights to track sustainable behaviour trends and adjust marketing efforts accordingly.
Segmented marketing can help brands tailor messages to more eco-conscious consumers without pushing overconsumption on others.
Allbirds’ ability to track and communicate its sustainability journey with data-driven marketing has been a crucial part of its success. It offers a practical example of how transparency in the supply chain can be a key selling point in an increasingly conscious marketplace.
4. Embrace Circular Economy
Support repair and reuse programmes.
Consider resale platforms (while acknowledging their complexity).
Focus on long-term sustainability over short-term profits.
The circular economy concept is not just a trend but a sustainable solution that many forward-thinking brands, like Patagonia, are already adopting. As marketers, we should be looking beyond short-term sales metrics and focus on building long-term relationships with customers by fostering loyalty to our sustainability ethos.
Moving Forward
The numbers are clear, the case studies are telling, and the trends are undeniable. It’s time to move beyond greenwashing and embrace a new model of marketing — one that balances growth with responsibility.
As marketers, we have the power to reshape consumer behaviour. By embracing transparency, reforming production practices, and prioritising long-term sustainability, we can lead the way in fostering more conscious consumption.
Key Takeaways:
Global consumption currently requires 1.7 Earths to sustain.
Despite "sustainable" messaging, many brands continue promoting overconsumption.
B Corp certification faces challenges as more companies seek certification.
Real examples show both successes (Patagonia, Allbirds) and contradictions (Wild Deodorant).
Solutions exist but require fundamental shifts in marketing approach.
References
Earth Has Already Exceeded 2024 Annual Ecological Limits [https://www.dw.com/en/earth-has-already-exceeded-2024-annual-ecological-limits/a-68964065] [Accessed December 2024]
Fast Fashion Facts Environment - Greenheart Collective [https://www.greenheartcollective.uk/blogs/sustainable-living/fast-fashion-facts-environment] [Accessed December 2024]
Are We Doing Enough to Tackle Overconsumption in the UK? - Axil Integrated Services [https://axil-is.com/esg-articles/are-we-doing-enough-to-tackle-overconsumption-in-the-uk/] [Accessed December 2024]
Navigating the Rise of Eco-Conscious Consumerism - Intrafocus [https://www.intrafocus.com/2023/05/navigating-the-rise-of-eco-conscious-consumerism/] [Accessed December 2024]
PWC 2024 Voice of Consumer Survey [https://www.pwc.com/gx/en/news-room/press-releases/2024/pwc-2024-voice-of-consumer-survey.html] [Accessed December 2024]
European Commission. (2024). 42% of companies exaggerate sustainability claims. [Accessed December 2024]
Sustainability Magazine. B Corp: Are they really the gold standard of sustainability? [https://www.sustainabilitymag.com/sustainability/b-corp-are-they-really-gold-standard-sustainability] [Accessed December 2024]
