The internet is crowded, an there are thousands of people doing what you do.

So how do you make your brand stand out, especially as an eco-conscious or mission-driven business? That’s where brand positioning comes in.

Brand positioning is what defines how people see your brand in the context of your industry. It’s the space you take up in someone’s mind when they think about your business, and why they choose you over someone else.

Whether you’re selling sustainable skincare, consulting services for ethical brands, or handwoven baskets made by artisans, if your audience can’t clearly feel what makes you different, they’re going to forget you.

Let’s break down what brand positioning really is, why it matters, and how to start shaping yours.

In today's market, sustainability has evolved beyond trendy buzzwords into a fundamental consumer expectation.

Modern consumers demand complete transparency, genuine accountability, and authentic alignment between brand values and messaging, from production methods to marketing strategies.

This guide is crafted for brands, creators, and marketers who aspire to grow authentically while staying true to their ethical principles.

Let's explore cutting-edge trends, enduring best practices, and outdated approaches to leave behind.

Today's eco-conscious consumers represent a powerful market force. They're thoughtful decision-makers who invest in brands that align with their values and vision for a better world.

Here's the good news for sustainable brands and small businesses: You don't need a massive marketing budget to reach them. What you need is authenticity, clarity, and creative thinking.

Let's explore how to craft a marketing strategy that resonates with eco-conscious customers without falling into greenwashing traps or corporate sustainability jargon.

In 2025, it’s hard to imagine a brand that doesn’t at least consider sustainability in its messaging or operations - although, let’s be honest, a few outliers still surprise us.

But this shift isn’t just a trend. It’s a deeper, more permanent transformation in how brands operate, communicate, and connect - not just with their audiences, but with the planet and people around them.

Sustainability is no longer a “nice to have.” It’s what your audience expects.

In fact, 73% of people in the European Union say the environmental impact of a product is very or rather important when making a purchase. And that awareness is only growing, thanks to educational content on social media and the increasing visibility of topics like ethical manufacturing, slow shipping, and conscious consumption.

But how do you actually communicate your sustainability efforts without sounding performative? Should you always talk about it? And what’s the real benefit of putting sustainability front and centre in your marketing?

Let’s explore 👇

Certain marketing principles are evergreen: no matter what, they won’t expire. The same rings true when it comes to sustainable marketing (also known as green marketing, sustainability marketing, conscious marketing, eco marketing, cause-driven marketing and purpose-driven marketing). By incorporating these timeless principles into your marketing strategy, you can help future-proof your marketing efforts.  

In today's rapidly evolving digital landscape, sustainable marketing isn't just a trend—it's a fundamental shift in how businesses communicate their value whilst considering their social and environmental impact. 

As organisations worldwide embrace sustainability and environmental consciousness, understanding and implementing enduring marketing principles becomes crucial for long-term success.

Below we dive into some of these sustainable marketing principles and explore how you can drive marketing success for your business, BCorp, or nonprofit organisation. 

In today's digitally connected and competitive world of business, marketing is a critical component of business success – helping organisations to reach and engage with a growing audience. Ethical marketing is often overlooked, but it is more than just a buzzword — it's a crucial component of sustainable business practice. 

Ethical issues in marketing can significantly impact organisations’ reputations, customer trust, and prospects for growth. As consumers become increasingly conscious of corporate behaviour, addressing ethical considerations can help businesses maintain integrity and implement truly sustainable business practices.

Ethical considerations should therefore be at the forefront of your business marketing strategy – helping you build trust, maintain a positive reputation, and contribute to a better world.

Here’s a guide on how to better understand ethical considerations in marketing and how to implement ethical marketing practices.