6.4 Keys to Marketing a Sustainable Brand

Learning Objectives

  1. Discuss why marketing a sustainable brand is different than a mainstream product.
  2. Discuss keys to effectively market a sustainable brand.

Marketing to the “green” or sustainability market is different than marketing mainstream products. The products are held to higher standards, judged not only on the product’s effectiveness but also on delivering on societal and environmental responsibilities. When marketing sustainability it is important that dedication be given—from the initial stages of developing the product through to the products end of life—to environmental responsibilities while still delivering financial performance.

The following are guidelines on how to market sustainable products effectively:

Key Takeaways

  • Sustainable marketing requires additional consideration when compared to marketing traditional products and services.
  • Marketers must deliver value and performance on their sustainable goods.
  • Marketers need to be creative in their marketing mix to address areas that may be perceived as deficient, such as a higher price, compared to traditional goods.


  1. Find an example of a “green” product. Discuss the current value proposition of the product. Based on the lessons learned in this chapter, what is the company doing right in marketing its product? What is it doing wrong? What suggestions would you provide to the company to change the value proposition and why?