How to Make Your Marketing More Sustainable
Marketing hasn’t always had the best track record when it comes to sustainability. From mountains of printed flyers to cheap giveaways that end up in the bin, the industry leaves a footprint.
Consumers are also prioritising sustainability more than ever, with 30% of Australian shoppers actively seeking out eco-friendly products when making a purchase.
But here’s the good news – with the right choices, you can cut waste, reduce your footprint, and still drive real results.
Here’s some simple ways to make your marketing more sustainable.
1. Rethink Print
Yes, print can be effective and necessary, but be smart about it. If you’re still churning out endless brochures, flyers, or direct mail, ask yourself:
- Is this actually necessary?
- Can it be digital instead?
- If we must print, are we using recycled and FSC-certified materials?
Sustainable Marketing Hacks:
- Swap paper for QR codes eg menus, price lists, product info etc
- Go digital such as business cards
- Print on-demand, not in bulk
2. Reduce Your Digital Footprint
We know digital is greener than print, but there’s a catch – digital marketing still has a significant carbon footprint. Every ad impression, email, and website visit consumes energy.
In fact, digital activities account for 3.7% of global emissions – on par with the aviation industry.
Sustainable Marketing Hacks:
- Run smarter ads – Target the right audience to reduce waste
- Choose greener hosting providers and platforms
- Send fewer (but better) emails
- Clean your lists – Stop emailing people who never open your stuff
- Optimise your website – A slow website increases carbon emissions
3. Be Smart About Merch
Branded merch can be a great way to stay top of mind – but, most of it ends up in the bin. Does anyone actually want another flimsy keyring or stress ball? Probably not.
And here’s the kicker – some plastics and foams can take over 1,000 years to break down. That’s a millennium of waste for a promo item no one wanted in the first place.
Sustainable merch should be useful, high-quality, and worth keeping – not instant landfill.
Sustainable Marketing Hacks:
- Ditch the landfill merch
- Go for quality over quantity
- Offer digital perks instead – discounts!
- Choose sustainable materials
4. Partner with Ethical Suppliers
From print shops to packaging providers, who you work with matters. Don’t let your sustainability efforts be undone by suppliers who don’t share your values. Choose partners who walk the talk!
Sustainable options can sometimes come at a higher price, but with the impact on both the planet and brand reputation – it can really be worth it.
Sustainable Marketing Hacks:
- Look for B Corp certification or sustainability credentials
- Support ethical labour practices
- Choose businesses with transparent supply chains
- Choose local suppliers to reduce shipping (local also often have stricter ethical and quality standards)
5. Actually Walk the Talk
Greenwashing isn’t just bad PR – it kills consumer trust. If you’re going to say you’re sustainable, back it up with real action.
Sustainable Marketing Hacks:
- No vague claims – consumers want proof
- Be honest – If you’re still working on it, say so.
- No performative BS – If it’s just for show, don’t bother.
Final Thoughts:
For purpose-led businesses, sustainability should be a top priority. If your marketing doesn’t align with your values, you’re not just missing the mark – you’re risking trust.
But here’s the good news: sustainability isn’t all or nothing. You don’t have to overhaul everything overnight – but you do have to start somewhere.
At Smooth Cactus, we help brands cut through the greenwashing and align marketing with values.
Ready to make your marketing work for both your business and the planet? Let’s talk.
