Faced with growing environmental and social challenges and rapidly changing consumer expectations, sustainable marketing is becoming a major transformation for businesses of all sizes. Gone are the days when it was enough to simply ‘greenwash’ your image: in a world of increased transparency, it is no longer just about selling well, but about selling better and responsibly. Why integrate sustainable marketing into your strategy now, and what real benefits can you expect? This article offers a pragmatic overview to help you understand and develop your practices, with examples from pioneering companies and actionable models adapted to the Swiss and international context.
Definition: What is sustainable marketing?
Sustainable marketing involves designing and promoting products, services and practices that respect the environment and stakeholders throughout their life cycle. It goes beyond regulatory compliance: it commits the company to an active approach to innovation and responsibility, in order to reconcile economic performance, social equity and minimisation of negative impacts.
Sustainable marketing is part of the sustainable development approach (profit, planet, people) applied to marketing functions:
- Eco-design of products and services (raw materials, packaging, short logistics, etc.)
- Transparent communication and combating greenwashing
- Involvement of consumers in the sustainability process
- Integration of ESG (Environmental, Social, Governance) criteria
- Partnerships with responsible suppliers
Why adopt sustainable marketing today?
The growing public interest in ecological and social transition is reflected in purchasing and employment choices. According to a Nielsen study (2023), more than 73% of consumers worldwide say they are changing their habits to reduce their environmental impact. But beyond societal pressure, there are several concrete advantages that motivate the adoption of sustainable marketing.
A differentiating competitive advantage
Companies that incorporate sustainable marketing gain the trust of increasingly informed and demanding customers. They stand out for the authenticity of their approach, build greater loyalty, and improve their brand image while reducing reputational crises linked to greenwashing.
Case study : Swiss company Freitag, a pioneer in recycling luggage, transforms truck tarpaulins into unique bags. Their transparent communication and circular commitment have enabled them to build a loyal international community.
Access to new markets and opportunities for innovation
Sustainable marketing encourages us to rethink what we offer: responsible products, circular economy services, collaborative or repairable offerings. This positioning appeals to new segments (millennials, Generation Z, public procurement concerned with CSR) and opens the door to collaborative innovation programmes.
Company example : Migros has developed M-Check ranges and products without plastic packaging, piloting the approach with measurable indicators while reducing its logistics costs.
Risk reduction and regulatory anticipation
Regulation of greenwashing is tightening (Swiss laws, European CSRD/ESG standards). Proactive companies are anticipating legal requirements, reducing their exposure to legal and financial risks, and cultivating the trust of investors and partners.
- Integrate certifications (FSC, Fairtrade, ISO 14001, etc.)
- Implement traceability tools and ESG reporting
Commitment, internal engagement and employer attractiveness
Sustainable marketing brings teams together, develops a sense of belonging and pride in contributing to a meaningful project. It facilitates the recruitment of talent (particularly among younger generations) and reduces staff turnover.
The pillars of sustainable marketing in practice
How can you implement a consistent and effective marketing and sustainable development strategy? Here are the main steps, along with replicable models:
Diagnosis and stakeholder engagement
- Assess the impact of your portfolio through life cycle analysis
- Engage with your customers, suppliers and employees to identify their expectations
- Prioritise issues according to the materiality matrix
Responsible design and innovation
- Eco-design: integrating sustainability from the R&D stage onwards.
- Sustainable marketing mix: adapting the product range, distribution and pricing to the challenges at hand (e.g. local distribution, minimal packaging, solidarity-based pricing).
- Complementary services: repairs, reconditioning.
Transparent communication and education
- Avoid greenwashing with concrete evidence (labels, measures, external audits)
- Train marketing teams in responsible storytelling and crisis management
- Highlight the real impact, not just the intentions
Impact measurement and continuous improvement
- Develop relevant KPIs: CO2 emissions, percentage of recycled materials, CSR satisfaction score
- Report on changes in these indicators in public communications and internal assessments
Sustainable marketing: examples from companies and feedback
In addition to the cases mentioned above, many SMEs and multinationals in French-speaking Switzerland are committed to sustainable marketing.
- Caran d'Ache has launched recyclable pencils (Swiss Wood range), manufactured locally from sustainably managed wood, communicating on traceability and responsible sourcing.
- JOJ Lausanne 2020 applied sustainable event marketing principles: free public transport for athletes, local partnerships, drastic reduction in plastic, etc.
- Vaudoise Insurance promotes its responsible investments and social actions around inclusion through its communications.
These initiatives share common traits: listening to stakeholders, evidence-based approaches, innovative business models, and alliances with local actors.
Tools, methods and indicators for managing sustainable marketing
- ESG matrix for selecting high-impact projects
- B Corp label: global best practice framework
- CSR (corporate social responsibility) dashboard incorporating KPIs for sustainability, reputation and innovation
- Life cycle assessment (LCA) to quantify environmental impact
- Anti-greenwashing audit grid
Specialised training courses are available to quickly build skills in these tools and frameworks.
Taking action with sustainable marketing
Integrating sustainable marketing into your strategy is no longer a choice, but a necessity for building resilience, innovating, attracting talent and customers, while limiting future risks. The approach is pragmatic, progressive and offers a concrete return on investment if implemented sincerely. Marketing professionals, executives or companies in transition: program in sustainable marketing tools allows you to move from intention to measurable impact, starting today.
To learn more, discover our sustainable marketing and marketing programs at HEC Lausanne Executive Education, designed to promote responsible innovation and efficiency in Swiss and international organisations.
