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Why sustainable marketing?
Climate change is real. Companies must react and act proactively. Consumer fears and expectations, EU directives, German political mandates, as well global corporate risks increase the pressure to meet these responsibilities. In summary, sustainability is not optional.
Many companies are already highly active in making their production chains, distribution channels, and processes more sustainable and reducing their CO₂ emissions.
What often still lacks: The effective communication of these measures.
In addition to successfully communicating sustainability efforts, marketing itself can be made sustainable.
This includes sustainable production of marketing assets, CO₂-reduced media deployment, and sustainable digital solutions.
Through sustainable marketing, you can not only credibly convey your green messages but also further reduce the ecological footprint of your company.
*Customer survey sustainabil Media 2023, Facit Digital I **Study THE GREEN NETWORK and Biesalski & Companie I ***Customer survey sustainabil Media, Mediaplus
From strategy to design - our range of services is fully integrated.
With our sustainability services, you receive modular solutions for your company that lead to immediate CO₂ savings in marketing. We categorize our services into five phases: Rethink, Change, Make, Launch, and Sustain. Together, we determine which components are right for you.
Sustainability study: We offer a deep dive into the Best Brands results to identify sustainability drivers and success factors, deriving a sustainable value proposition for the brand.
Sustainable business model design: We help companies develop resilient and sustainable business models based on the principles of the circular economy.
Communicative sustainability analysis: Combining tool-based analysis and influencer audit to map attitudes and resistance toward sustainability issues among strategic target groups.
Sustainability assessment: As part of an assessment, we identify sustainability goals and drivers within the company, and develop a vision and actions for sustainable marketing in the future.
Sustainable Customer Experience Solutions: A sustainability-focused CX assessment/analysis of customer journeys as a basis for sustainable and customer-centric product adaptations.
Sustainable Value Proposition: Building on Insight Study and Audit, we create a SVP and communication strategy to integrate relative sustainability aspects into brand and communication.
Sustainable Target Groups: Creating sustainable target groups through their values-based approach fosters a genuine understanding of the underlying causes of current consumer behavior change.
Sustainable Design: Our process for sustainable and innovative design spans from status quo analysis through design to realization.
Sustainable Social Media Management: Strategic, cross-channel social media management aimed at enhancing brand affinity and crisis resilience through moderated sustainability dialogues.
Sustainable Production: The implementation of green production standards not only minimizes emissions but also maximizes efficiency.
Sustainable B2B/B2C Reputation Management: Integrated campaign package for positioning/building reputation of companies on sustainability issues among opinion leaders and decision-makers.
Sustainable Brand Ambassadors: Consultation on establishing institutionally anchored internal sustainability communication as part of organizational development.
Sustainable Media: From media planning to delivery – using Sustainable Score, Green Native Campaign Cockpit & Green Delivery for CO₂-reduced advertising.
Sustainable Hosting: With our partners, we offer flexible solutions for sustainable hosting to reduce electricity and water consumption aligned with sustainability goals.
Sustainable Organizational Development: Supporting the implementation of sustainability initiatives within the organization through routines and methods (including retrospectives, check-ins, working sessions).
Sustainable Fleet Electrification: Vehicle fleets are significant contributors to CO₂ emissions, which is why we help your company electrify your vehicles and strengthen your contribution to sustainability.
does that sound exciting?
"Our corporate sustainability offering is unique in its integrated approach, providing customers with the flexibility to choose exactly the services that are relevant to their needs.“
Chief Strategy Officer
Serviceplan Group
"Sustainability is one of the defining issues of our time. Consumers expect companies to engage in this area—not as a passing trend, but as a credible brand stance."
Serviceplan Group
CEO
Further information can be found in our FAQs
Any other questions?
The principles of sustainable marketing are eco-social and based on two pillars: the narratives for products and services, and the eco-social implementation of these narratives. What stories do brands tell? How do they sell their products? What do consumers experience at every touchpoint? Based on the answers to these questions, the narratives are transformed using a holistic sustainability strategy. These new marketing narratives help to shape our society sustainably. The holistic consideration and implementation of the sustainability strategy within the company positively impacts the entire supply chain.
Together, based on your current status and requirements, we define the steps for sustainability marketing:
- Rethink – Developing an eco-social marketing strategy
- Change – Transforming your narratives for legally secure and captivating communication internally and externally
- Make – Eco-social production of all marketing activities and assets
- Launch – Using sustainable media for your brand, products, and services
- Sustain – Long-term eco-social transformation and leadership of your company and all platforms
Sustainable marketing has the power to change our society. Therefore, it is crucial for all companies, especially:
All companies with large marketing budgets. Large publicly listed companies with more than 500 employees, subject to CSRD requirements from 2024. Large companies with more than 250 employees on average annually or €50 million in turnover/€25 million in total assets, subject to CSRD requirements from 2025.
Use your budgets to support the necessary societal change and data-driven reduction of the core KPI, CO2.
Greenwashing: When companies engage in greenwashing, they portray themselves as environmentally friendly without actually being green. This can involve false claims, obscuring facts, lack of relevance in communicated topics, absence of proof points, unclear statements, unsubstantiated claims, or the use of unrecognized labels.
Greenhushing: Greenhushing refers to companies implementing environmental protection measures but failing to effectively communicate these actions and disclose them openly to customers and stakeholders.
Eco-Friendly Marketing: Eco-Friendly Marketing is a holistic approach that places ecological responsibility at the heart of marketing strategy while positively influencing consumer awareness and behavior. Key features and goals of Eco-Friendly Marketing include environmentally friendly products and services, sustainable production processes, transparent communication, packaging, and distribution, as well as education.
Sustainable Branding: Sustainable Branding describes a brand that defines sustainability as a core value and has integrated it comprehensively into the company.
By communicating transparently, honestly, and specifically. Or more specifically: By ensuring that companies are specific, verifiable, accurate, and understandable in all their messages, and by successfully engaging people with fascinating brand stories.
Companies can strengthen awareness for sustainability while pursuing their commercial goals by gaining the trust of customers. A fundamental requirement is that the public perceives the company as a fair brand. How can this be achieved? Best through communication on equal terms that aims not to educate but to touch. With engagement formats, brands can inspire their customers towards an environmentally conscious lifestyle while strategically placing their own sustainable product developments and innovations in public discourse.
Sustainable marketing helps communicate and promote a company's CSR initiatives. CSR forms the foundation for authentic and credible sustainability marketing. To remain future-proof and meet the requirements of the Corporate Sustainability Reporting Directive (CSRD) and the Corporate Sustainability Due Diligence Directive (CSDDD), companies must prioritize sustainability in their organizational development. Traditional CSR as it has been understood until now is no longer sufficient for this purpose.
Sustainable marketing supports sustainability goals within the framework of the CSRD. It also helps promote a regenerative business model that is profitable in the medium and long term.
You can measure success on the communication front by enhancing eco-social image elements, thereby establishing your brand as uniquely positioned in this domain. On the marketing supply chain side, you can achieve data-driven reductions in the core KPI CO2.
Due to credibility concerns and upcoming regulations such as the Green Claims Directive from 2026 and the Unfair Competition Act (UWG) in Germany, communications must now avoid making false claims. Despite this, more than 50% of sustainability-themed campaigns currently engage in such practices. Thus, the primary challenge in implementing sustainable marketing strategies is to critically evaluate marketing practices for honesty and transparency, and to develop genuine proof points accordingly.
