The word on everyone’s lips these days? Sustainability. And no, we aren’t just talking about remembering to bring your reusable bags to the grocery store. In the world of marketing, sustainability has become the need-to-have ingredient in your 2025 strategy recipe. If you thought it was just a fad, like kale smoothies or mullet comebacks, it’s time to rethink. It’s here, it’s essential, and it might even save the world (or at least your brand’s reputation).
Why Sustainability Matters in Marketing
Sustainable marketing is about more than just slapping a green logo on your ad campaign and calling it a day. Consumers are becoming savvier—they can spot greenwashing faster than a hipster can spot an overpriced avocado toast. Canadians are particularly discerning; a whopping 75% prefer to buy from companies that demonstrate a commitment to sustainability. People want to feel good about what they’re buying, and nothing says “I’m a responsible consumer,” like knowing your purchase isn’t giving Mother Nature an anxiety attack.
From a purely business perspective, sustainability isn’t just a nice-to-have—it’s a solid investment.
Adopting environmentally conscious marketing practices strengthens your brand image and helps you stay ahead of regulations. As more Canadian provinces adopt green policies and the government gets serious about net-zero targets, companies that need to adapt may find themselves in the marketing equivalent of the Stone Age (but without the cute caveman outfits).
The Rise of Purpose-Driven Brands
A significant trend driving sustainable marketing is the rise of purpose-driven brands. Remember when it was enough for a product to be, you know, good? Well, in 2025, it’s not enough to be good—it must also be good for something. Customers are leaning toward companies that stand for something beyond just making a profit. If your brand aims to provide the world’s most convenient single-use plastic water bottles, you may need to have a severe boardroom chat.
Take Patagonia as a prime example. They’ve taken their commitment to the environment beyond essential marketing, building sustainability into every part of their operation. They’re not just selling jackets—they’re selling a lifestyle that values protecting the planet. And that lifestyle? It’s in demand. Other brands are catching on—not because it’s trendy but because consumers hold them accountable.
Remember, it’s cool to be green.
Practical Steps Towards Sustainable Marketing
Sustainable marketing doesn’t need to be complicated. Start by examining your supply chain—from packaging to product delivery—and highlighting the changes that will reduce your impact. Also, think about your digital footprint. Emails, online ads, and streaming services all contribute to carbon emissions. Minimizing data-heavy ads and opting for less resource-consuming media can put your brand ahead of the curve.
And if you’re running a campaign, make sure your messaging doesn’t ring hollow. Canadians know the difference between a genuine sustainability pledge and a marketing gimmick. Show them the receipts instead of just telling people how green you are. Transparent metrics and real actions are your best marketing tools, so leave the empty promises to politicians.
A Future Where Marketing Can Be the Hero
Let’s be honest: marketers have, for years, been experts at making consumers want things. This superpower often involves a lot of glitter (sometimes literally), but what if we turned this power into a force for good? By championing sustainable choices and making “eco-friendly” something aspirational rather than just an extra cost, marketers can truly become heroes.
In 2025, embracing sustainability is no longer about keeping up appearances—it’s about survival for brands and the planet. So, whether you’re a big-name company or a small local business, it’s time to embrace sustainability—and perhaps even crack a few jokes while you’re at it. Because if there’s anything we’ll need in the fight to save the planet, it’s a good sense of humour.
If you’re ready to embrace sustainability in your marketing and unsure where to begin, contact Mind Collective’s Marketing Consultants today.
Sources
The Sustainability Imperative, Ipsos Canada, 2022
Patagonia case study: How their brand purpose goes against business norms, Beloved Brands, 2019
Sustainable Development Strategy 2020-2023 – Update: Global Affairs Canada, Canada.ca, 2023
