Embedding Sustainability in Marketing: From Strategy to Impact
On 6 March, FEDMA hosted a Webinar on going “Beyond green: expanding sustainability in marketing practices moderated by Enrico Girotto (FEDMA), featuring Eliane Dupret (Better Business & Shifting Pact), Jodie Hanrahan (Join the Dots), Phoebe Cooper (RSPCA) and Tom Ridges (Herdify). The exchange focused on the challenges and opportunities of embedding sustainability into marketing, emphasizing the need for authenticity, strategic alignment, and long-term impact.
Eliane Dupret emphasized that sustainability is an ongoing journey, and that transparency about challenges and progress builds trust with consumers. Jodie Hanrahan highlighted the critical role of data in shaping sustainable marketing strategies, ensuring alignment with broader company goals, and selecting responsible suppliers. Phoebe Cooper warned against both greenwashing and greenhushing, advocating for honest, evidence-backed communication. Moreover, Tom Ridges stressed integrating sustainability from the planning stage, cautioning against retroactively using data to justify claims, which can lead to weak narratives and unmet expectations.
The speakers underlined that sustainability in marketing goes beyond environmental concerns to include ethical sourcing, inclusivity, and lasting change. It should be embedded in a company’s culture rather than a short-lived trend, with small, interconnected teams driving long-term transformation. While companies’ management plays a fundamental role in integrating sustainability considerations into business operations, employees should also act as internal ambassadors, promoting the uptake of a sustainability culture: internal advocacy can push companies toward stronger commitments. To counter backlash, brands should refine messaging, avoid silence, and engage supportive audiences who can influence others.
Overall, sustainability in marketing requires authenticity, strategic alignment, and continuous engagement for lasting impact.
You can find the recording of the whole event here (passcode: s3VKEX..).
