Marketers love the word sustainable. We see it on packaging, in product claims and increasingly in the way agencies talk about their own practices. But here’s the uncomfortable truth: marketing, by definition, fuels consumption. More ads, more clicks, more products shipped. Even the greenest ad campaign still has an energy cost – and often encourages people to buy something new.
That raises a hard question: “Can marketing ever really be sustainable?”
The honest answer is no. But there are ways for marketing to be less damaging and even a force for positive change – if we rethink what we promote, and how.
Why sustainable marketing
is a contradiction
- Marketing is designed to stimulate demand
However efficient your targeting, the ultimate goal of marketing is to sell more – whether that’s units, subscriptions, or experiences. This increases pressure on resources. - Every campaign has a footprint
Ads aren’t intangible. They rely on data centres, networks, devices and creative production, all of which consume energy and materials. - Growth vs. planetary boundaries
Even if growth is efficient, it’s still growth. We live on a planet with finite resources. Infinite consumption – “more” for its own sake – simply isn’t sustainable.
Where marketing can help: supporting circularity
If “sustainable marketing” is a myth, responsible marketing is about recognising those limits – and helping build an economy that works differently. That’s where circular business models come in.
The circular economy is about designing out waste, keeping products and materials in use, and regenerating natural systems. Marketing has a crucial role to play in helping these businesses thrive, so they can displace more extractive, linear models.
Some examples:
- Promoting reuse and refill
Campaigns that normalise behaviours like refill schemes, repair services, or second-hand marketplaces. - Championing access over ownership
Marketing rental, subscription, and product-as-a-service models that reduce the need for constant new production - Telling the story of longevity
Celebrating durability, repairability and modularity instead of pushing the latest upgrade - Educating about circular benefits
Helping audiences understand why circular models matter – for the planet, but also for their wallets and communities
Making marketing less impactful
Even when promoting circular businesses, the way marketing is done still matters. To reduce unnecessary impact, marketers can:
- Minimise wasted impressions: Target accurately, cap frequency and avoid the “spray and pray” approach that drives unnecessary digital traffic and emissions
- Design lightweight campaigns: Optimise landing pages, creatives, and ad formats for lower energy use
- Measure differently: Go beyond clicks and conversions. Track “impact per outcome” and align campaigns with ESG goals
- Lead with honesty: Avoid greenwash. Be transparent about the limits of sustainability claims and the trade-offs involved
A mindset shift for marketers
True sustainability means consuming less. That’s a tough pill to swallow for an industry built on selling more. But by shifting focus – from quantity to quality, from growth at all costs to supporting circular, regenerative businesses – marketing can be part of the solution.
No, there’s no such thing as sustainable marketing. But there is such a thing as responsible marketing, where creativity and strategy are used to accelerate the transition to a circular economy. That’s a future worth selling.
At GOAT, we’re committed to this shift. We help purpose-driven businesses grow responsibly, using digital marketing strategies that minimise waste and maximise positive impact.
