Sustainability is no longer a niche concern. As consumer consciousness around environmental impact continues to rise, more brands are embracing eco-friendly practices, not just in how they produce goods, but in how they communicate with their audience.
From packaging innovations to product lifecycle management, these brands are setting the standard for how sustainability should be integrated into marketing efforts.
As a marketing professional, I’ve seen firsthand how the best sustainable marketing goes beyond greenwashing to demonstrate real, measurable actions.
Here are 10 standout examples of real-world sustainable marketing campaigns and initiatives that are making a tangible difference.
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1. Patagonia: “Don’t Buy This Jacket”
In 2011, Patagonia launched one of the most iconic sustainable marketing campaigns with its “Don’t Buy This Jacket” ad in The New York Times.
At first glance, it was counterintuitive—why would a clothing brand tell consumers not to buy their product?
But Patagonia used this moment to highlight the environmental impact of consumerism and encourage responsible consumption.
The campaign underscored their commitment to sustainability, advocating for reducing waste, reusing old gear, and buying only what’s necessary.
My take: This campaign is a masterclass in authenticity. It wasn’t about selling more but about making a bold statement that aligned with the brand’s core values.
Patagonia’s transparency has earned them loyal customers who support the brand because they know it truly walks the talk.
2. IKEA: People & Planet Positive
IKEA’s People & Planet Positive strategy sets an ambitious goal: to become a fully circular and climate-positive business by 2030.
IKEA has introduced a variety of initiatives, from offering solar panels in several markets to creating sustainable products like curtains that purify air. In 2021, IKEA even began rolling out furniture made from recycled and renewable materials, such as the KUNGSBACKA kitchen fronts made from recycled wood and plastic bottles.
They’ve also encouraged customers to embrace a circular economy by offering to buy back old IKEA furniture, which is then resold or recycled.
The company also emphasizes the importance of home sustainability, offering tips to reduce waste and energy consumption through their marketing materials and online content.
My take: IKEA’s approach stands out because of its scale. For a company of its size, achieving sustainability goals is a massive undertaking, but they’ve taken meaningful steps to show how even large businesses can take responsibility for their environmental impact.
It’s a reminder that sustainability can be accessible and affordable.
3. Allbirds: Carbon Footprint Labeling
Allbirds, known for its eco-friendly shoes, launched a groundbreaking initiative by adding carbon footprint labels to each product.
This label shows how much carbon was emitted during the product’s lifecycle, including production, shipping, and disposal.
The brand’s commitment to transparency has helped consumers make more informed decisions and raised awareness about the environmental impact of fashion.
Allbirds goes beyond marketing to actively reduce their carbon footprint, using sustainable materials like eucalyptus tree fibers, merino wool, and sugarcane-based EVA.
They’ve also invested in carbon offsets to ensure their entire product line is carbon neutral.
My take: Carbon labeling is the future of sustainable marketing. It gives consumers concrete information to act on, rather than vague claims of being “eco-friendly.”
Allbirds has turned sustainability into a differentiator in a crowded market, and this level of transparency is what more brands should strive for.
4. Unilever’s Sustainable Living Plan
Unilever’s Sustainable Living Plan is one of the most comprehensive sustainability initiatives in the corporate world.
The plan aims to halve the company’s environmental footprint by 2030 while improving the health and well-being of more than a billion people.
Brands like Dove, Ben & Jerry’s, and Seventh Generation fall under the Unilever umbrella and are recognized for their strong environmental commitments.
Ben & Jerry’s, for example, promotes Fairtrade-certified ingredients and has been vocal about climate change.
Seventh Generation focuses on plant-based cleaning products and advocates for transparency in product ingredients and environmental impact.
My take: What’s impressive about Unilever is its ability to embed sustainability across its vast portfolio of brands.
Rather than being a side project, sustainability is central to how Unilever does business. This shows how large corporations can use their scale to drive significant impact.
5. The Body Shop: Refill and Recycling Stations
The Body Shop has long been a pioneer in ethical beauty, but recently, they’ve stepped up their sustainability game by reintroducing refill stations in stores.
These stations allow customers to bring in empty containers and refill them with products like shampoo and body wash, reducing plastic waste.
Additionally, The Body Shop has launched a recycling program in partnership with TerraCycle, encouraging customers to return empty beauty packaging, which is notoriously hard to recycle through traditional means.
My take: Refill and recycling initiatives are excellent examples of brands taking direct responsibility for the waste their products create.
It not only positions The Body Shop as a sustainable choice but also engages consumers in their mission to reduce plastic waste.
6. Tesla: The Push for Sustainable Energy
Tesla has made waves not just for its electric vehicles (EVs) but also for its sustainable energy solutions.
The company’s mission, “to accelerate the world’s transition to sustainable energy,” is reflected in its marketing strategy.
Tesla’s vehicles are marketed not just as luxury cars but as part of a larger movement to reduce fossil fuel dependence.
Tesla’s commitment to renewable energy goes beyond cars.
Their Solar Roof and Powerwall products are designed to make homes more energy-efficient and less reliant on the traditional grid, tapping into the growing demand for sustainable living.
My take: Tesla’s marketing isn’t just about selling a product—it’s about selling a vision of the future.
By positioning its brand at the intersection of luxury, innovation, and sustainability, Tesla has built a powerful narrative that resonates with eco-conscious consumers.
7. Levi’s: Buy Better, Wear Longer
Levi’s “Buy Better, Wear Longer” campaign highlights the brand’s dedication to sustainability by encouraging consumers to reduce waste and make thoughtful purchasing decisions.
The campaign emphasizes the durability of Levi’s jeans and promotes sustainability through recycled denim and water-saving production processes.
Levi’s also launched the Water Less® initiative, which has saved over 3 billion liters of water during the manufacturing process.
In addition, the company offers a SecondHand platform, allowing customers to buy pre-owned Levi’s items, thus promoting circular fashion.
My take: Levi’s campaign is a perfect example of how a legacy brand can pivot toward sustainability without losing its core identity.
By encouraging consumers to buy less but buy better, Levi’s is positioning itself as a leader in the slow fashion movement.
8. Too Good To Go: Reducing Food Waste
Too Good To Go is a mobile app that helps reduce food waste by allowing consumers to purchase unsold food from restaurants, bakeries, and supermarkets at a discounted price.
Their marketing taps into the growing awareness of food waste’s environmental impact, using a simple, actionable solution that benefits both businesses and consumers.
With more than 68 million meals saved since its launch, the app has created a community of eco-conscious consumers who are not just saving money but actively helping the planet.
My take: Too Good To Go is an excellent example of a sustainability-driven business model.
It proves that you can market an app by aligning with consumers’ values and offering a service that directly addresses a pressing environmental issue.
9. H&M Conscious Collection
While fast fashion is notorious for its environmental footprint, H&M has been working to address its impact through its Conscious Collection, which uses organic cotton, recycled polyester, and other sustainable materials.
The Conscious Collection is part of H&M’s larger commitment to becoming fully circular by 2030.
The brand’s marketing highlights its commitment to more sustainable production processes, emphasizing transparency and affordability, two key factors in appealing to eco-conscious consumers on a budget.
My take: H&M’s efforts in sustainability are admirable, but they still face the challenge of balancing mass production with sustainability goals.
However, by offering eco-friendly options at an affordable price, H&M is democratizing sustainable fashion and raising awareness among consumers who might otherwise be priced out of the movement.
10. Ecover: Plant-Based Cleaning
Ecover is a leading brand in the green cleaning space, known for its plant-based, non-toxic cleaning products.
What sets Ecover apart is its holistic approach to sustainability, from using biodegradable packaging to advocating for the reduction of plastic waste.
Their marketing emphasizes not just the products but the company’s overall mission to create a cleaner, healthier planet.
Ecover’s campaigns focus on the small, everyday actions consumers can take to make a big difference.
My take: Ecover is a great example of how even everyday products, like cleaning supplies, can be marketed through a sustainability lens.
Their emphasis on ingredients and packaging shows how brands can educate consumers while encouraging eco-friendly choices.
Final Thoughts
Sustainable marketing isn’t just about promoting eco-friendly products—it’s about embedding sustainability into the very DNA of a brand and communicating that authentically to consumers.
The examples above show that real impact happens when brands take bold, measurable actions and educate their customers along the way.
As a marketing professional, I believe that sustainability is no longer an optional extra but an essential component of long-term brand success.
In an age where consumers are more informed and eco-conscious than ever, brands that prioritize the planet as part of their marketing strategy will not only drive loyalty but also help shape a more sustainable future for all.
About The Author:
David is a creative director and marketing professional with a wealth of expertise in marketing strategy, branding strategy and growing businesses. He is a founding partner of a branding and marketing agency based in New York and has a Bachelors Degree in Communication from UWE.
Over David’s 25+ year career in the the world of branding and marketing, he has worked on strategy projects for companies like Coca-Cola, Intercontinental Hotels, AMC Theaters, LEGO, Intuit and The American Cancer Society.
David has also published over 250 articles on topics related to marketing strategy, branding Identity, entrepreneurship and business management.
You can follow David’s writing over at medium.com: medium.com/@dplayer