Marketing shouldn't be overwhelming, performative or disconnected from your purpose and values. It should be the opposite. Marketing should be built on your values and help you achieve both your business goals and your company's mission.

We've always practised sustainable marketing. Now we're naming it. It's about clarity, community and long-term growth rooted in ethical values.

Why do we call it sustainable marketing

According to market research run by PT, PWC Arbor in 2024 - 2025, customers expect more, and they're willing to invest in brands that align with their values:

  • Over 90% of consumers would switch to more sustainable brands;
  • 72% of global consumers will pay more for sustainable products; 34% are more likely to choose them
  • Even amid rising costs, consumers will pay an average 9.7% premium for sustainably sourced goods.

And it isn't just about optics; it is reality. Products marketed as sustainable grow 2.7 × faster, and corporate responsibility can boost sales by over 20%.

Companies that lead in environmental, social and governance (ESG) performance also deliver strong returns: a 12.9% annual return vs 8.6% in peers.

But only if it's authentic and rooted in values. The rise in regulations, such as the EU Green Claims Directive, is a clear signal: greenwashing won't cut it. Trust now demands transparency backed by real action.

How to build a sustainable marketing strategy

Sustainable marketing begins with clarity and ends with consistent, value-aligned action. The SPIN Methodology creates a process using a four-step framework designed to bring clarity, flow, focus, purpose, and consistency to your marketing strategy.

Here's how it works:

1. Story: define your identity and values.

Before anything else, ask yourself: Who are we? What do we stand for? What kind of impact do we want to create?

Sustainability must align with your identity, not a side project or trend, but an integral part of your brand story - how you want to show up for your customers and the way you want to work.

Your values should be visible in how you present yourself across all platforms, including your website, messaging, partnerships, and company culture. Don't just share your goals, but make them an active part of every service or product you are offering, as well as every marketing activity you are doing.

This step creates the foundation for a marketing approach that's personal, clear and impossible to fake. Also, it makes it easier for your customers to connect and relate to you.

2. People: understand your audience.

To connect deeply, you need to know your people.

Go beyond demographics. Explore what your audience truly cares about: social equity, sustainability, transparency or community. Use interviews, feedback, data and conversations to understand the emotional and ethical drivers behind their decisions.

By getting specific, you can address their real concerns, create meaningful engagement, and build lasting relationships.

Sustainable marketing is human marketing and every message should reflect that.

3. Intention: set your goals.

Goals are the compass of your strategy.

Define what success means for you, not just in terms of revenue but in the impact you want to make.

Examples:

  • Reach a new audience segment aligned with your mission
  • Reduce your carbon footprint through digital-first campaigns
  • Increase trust and transparency in how you communicate your offers

Set goals that are Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) and revisit them regularly.

This gives direction to your efforts and makes your values tangible.

4. Navigation: connect the dots and take action

During this phase, your strategy becomes action.

Choose marketing tactics that align with your energy and brand, as you are the one who needs to implement them. At the same time, choose tactics that connect with your audience.

And ask yourself when choosing these tactics: Do they help me reach the goals I set?

Think quality over quantity and long-term consistency over short-term visibility.

Some sustainable tactics might include:

  • Digital-first marketing instead of print
  • Thought leadership over sales promotion
  • Partnerships with mission-aligned brands
  • Values-driven strategic partnerships instead of pushy funnels
  • Collaboration versus competition

And just as important: measure, reflect and refine.

Track what's working and what is not working. Are you reaching the right people? Are they engaging meaningfully? Are you delivering on your promise in terms of service or product, as well as the impact you want to have on your environment and community?

Continuous refinement is what keeps your strategy alive and impactful over time.

The SPIN Methodology is not about marketing you as a sustainable brand. It's to help you build a business that feels like you, connects with your audience, and grows in a way that makes sense.

Sustainability isn't a campaign. It's a commitment.

Sustainable marketing isn't about being perfect. It's about showing up with intention again and again.

What would your marketing look like if it reflected not just what you offer but what you stand for?