The Sustainability Mandate: How Sustainable Marketing Drives Customer Loyalty & Other Proven Benefits

Consumers increasingly care about sustainability, and sustainable marketing practices are your vehicle for connection.Consumers increasingly care about sustainability, and sustainable marketing practices are your vehicle for connection. Consumers value sustainability so much they’re willing to pay 9.7% more for sustainable products. HubSpot’s State of Consumer Trends report also found that buyers take a company’s environmental impact, DEI commitment, and ethical production practices when purchasing from a company. But here’s a critical point: sustainability and sustainable marketing are not about trying to make a quick buck. Brands must weave sustainability into their marketing transparently and avoid greenwashing. We’ll cover that and more below. Table of Contents What is sustainable marketing? Sustainable Marketing Principles Do customers care about sustainability? [New Data] Sustainable Marketing Examples Sustainable Marketing and AI To help cover the topic of sustainable marketing, I reached out to the most conscious, sustainable marketer I know: Megan Thudium. In her words, Thudium aims to “transform marketing to be people and planet first, then profit.” She strives to “create a better world for humanity, to create a better future for everyone that has more breathable air, equal opportunities in prosperity, and time for things that you love the most.” Thudium commits to