Sustainability and ethical marketing: going beyond the buzzwords

In today’s marketing landscape, “sustainability” and “ethical marketing” are more than just industry buzzwords, they’re critical expectations from increasingly informed and values-driven consumers. 

Research shows that 57% of consumers are willing to pay more for products and services that demonstrate a clear commitment to sustainability. That’s not a passing trend, it’s a seismic shift in purchasing behaviour.

But for many small businesses, these terms can feel intimidating. It’s easy to assume that meaningful change is only achievable at the corporate level, with massive budgets, dedicated sustainability officers, and global reach. We get it. But we’re here to tell you: every small step matters, and even the smallest brand can lead by example.

What does sustainability really mean in marketing?

Sustainability in marketing is about more than recycled packaging or using the word “eco” on a product label. At its core, it’s about considering the long-term impact of your business activities on people, the planet and future generations.

In practical terms, that might include:

• Minimising waste in your production or delivery processes
• Choosing ethically sourced materials or suppliers
• Reducing your carbon footprint through remote work or local supply chains
• Offsetting emissions with verified carbon credits
• Encouraging repair, reuse or recycling in your product ecosystem

But equally important is how you communicate these efforts and this is where ethical marketing comes into play.

What is ethical marketing?

Ethical marketing goes beyond compliance and avoids manipulation. It means being transparent, honest, inclusive and fair in how you present your brand, product and values. Ethical marketing asks questions like:

• Are we telling the truth about our environmental claims?
• Are we representing people fairly and respectfully in our visuals?
• Are we collecting and using data in a responsible, transparent way?
• Are we prioritising long-term trust over short-term sales?

In short, ethical marketing is marketing with a conscience, and in 2025, that conscience has never been more important.

Why it matters to small businesses

Here’s where many small business owners feel they fall short. “We’re not Patagonia,” they say. “We can’t afford biodegradable everything or solar-powered shipping.”

That may be true, but you don’t need to do it all to make a meaningful difference.

Start with what you can do:

• Use local suppliers to reduce transport emissions and support your community
• Be transparent on your website about your journey: the goals you’ve met, and the ones you’re still working on
• Switch to digital-first communications to reduce printing and postage waste
• Educate your audience through blog content (like this one!) about your values and practices

Remember: progress, not perfection. Consumers are increasingly savvy and can spot when a brand is making genuine, incremental changes versus jumping on the greenwashing bandwagon.

Support local: it’s more than a hashtag

“Support local” has become a rallying cry in recent years, and for good reason. When consumers shop locally, they reduce the environmental cost of long-distance shipping, support community resilience and encourage ethical, human-scale economies.

But it also works both ways.

Local businesses need to communicate why they matter. It’s not enough to say “we’re local,” tell the story. Why did you start? Who do you employ? What values drive your decisions? This is where ethical storytelling and transparent content make all the difference.

At CoLab Marketers, we work with small businesses every day who are trying to navigate these new marketing realities. We understand that it can feel overwhelming, but we also believe it’s one of the most exciting opportunities in decades.

By aligning your brand with sustainable and ethical principles, you’re not just doing the right thing, you’re building trust, loyalty and long-term value in an increasingly conscious marketplace.

So if you’ve been nervous about using terms like “eco-friendly” or “ethical brand,” remember: your audience isn’t expecting perfection. They’re looking for honesty, effort and intent.

And if you’re ready to go beyond the buzzwords, we’d love to help.

Get in touch for a no-pressure chat about how we can help your small business make a big impact, sustainably.