Sustainability in Marketing: Are Green Campaigns Building Trust or Just Greenwashing?

In a marketplace defined by rising climate concerns and shifting social values, sustainability has moved from a competitive differentiator to a consumer expectation. A 2024 PwC survey found that 80% of global consumers are willing to pay more for sustainably produced or sourced goods, signalling a dramatic shift in what drives purchasing decisions.

This shift is even more pronounced among younger consumers. According to the 2023 Business of Sustainability Index by PDI Technologies, 77% of Gen Z (ages 18–26) and 72% of Millennials (ages 27–42) reported that they would be willing to pay more for sustainable products. Even parents, a group balancing cost with convenience, showed strong intent, with 76% willing to spend more for environmentally responsible options.

In such a landscape, brands are weaving eco-conscious language into everything from packaging to ad campaigns. This trend, known as sustainability marketing, focuses on promoting ethical practices, eco-friendly products and values aligned with environmental responsibility.

However, as sustainability messaging becomes more prevalent, a critical question arises: Are brands genuinely driving change, or are they merely riding the green trend to win consumer favour?

This blog explores that tension. We’ll look at why sustainability sells, where brands go wrong with greenwashing and what it really takes to build trust through purpose-driven campaigns in today’s marketing landscape.

Listen to our podcast episode?

Why Sustainability Sells: The Consumer Shift Toward Ethical Brands

Sustainability isn’t just a buzzword; it’s a buying signal. Today’s consumers aren’t only looking for quality or price; they’re also evaluating whether a brand’s values align with their own. For a growing segment of the population, especially Gen Z, Millennials and parents, sustainability is no longer a bonus; it’s a baseline.

As referenced earlier, the 2023 Business Sustainability Index by PDI Technologies revealed that 77% of Gen Z and 72% of Millennials are willing to pay more for sustainable products. For many, this preference is tied to a broader desire to support brands that are purpose-driven, socially conscious and transparent.

Changing Consumer Values

Now, if we look at the younger generations on this consumer spectrum, they are driving a culture shift. Gen Z, in particular, places high value on environmental and social impact and expects brands to do the same. Whether it’s choosing thrifted clothing over fast fashion or supporting companies with carbon offset programs, their buying decisions are increasingly values-based.

Even in the music industry, where environmental messaging may not dominate marketing strategies, these values are present behind the scenes. 

As Matthew Newton, Head of Marketing at Horus Music, notes: “Being a primarily digital company, we support environmental sustainability. Our core audience is musicians, artists, bands, songwriters, record labels and other music industry members.

So generally, we don’t see it as something our audience actively looks for in our messaging, mostly our messaging is education and showcasing authority in the industry (i.e. offering content that educates artists on how to progress as independent recording artists and why working with Horus Music can support that), however, we know that a lot of artists themselves view environmental sustainability as an important message.”

This shows that even when sustainability isn’t front-and-centre in branding, it’s still part of the cultural mindset influencing how creators and consumers engage with businesses.

The Impact of Purpose-Driven Branding

Purpose-led brands consistently outperform those without clear values. Research shows that purpose-driven companies grow brand value at more than twice the rate of others. When brands communicate what they stand for and back it up with action, they earn trust, loyalty and even advocacy.

But this requires more than just a logo redesign or “green” tagline. Consumers want proof, not promises. And they expect brands to walk the talk across every stage of their supply chain, communication and community engagement.

Social Media’s Role in Accountability

Platforms like TikTok and Instagram have become watchdogs for brand behaviour. A misleading claim or tone-deaf campaign can spark backlash in hours, not days. On the flip side, brands that genuinely invest in sustainability often find their efforts amplified through organic sharing, influencer partnerships and passionate communities.

Social media has transformed sustainability from a boardroom decision into a public conversation. And in that conversation, authenticity wins.

The Greenwashing Dilemma: When Sustainability Marketing Goes Wrong

As the sustainability trend gains momentum, more brands are embracing green language, eco-labels and environmental claims in their marketing. But not all of them are walking the walk. The result? A growing credibility crisis in the form of greenwashing.

Consumers are becoming more informed and more sceptical. They’re not just asking “Is this sustainable?” but “Can this brand prove it?” And if the answer feels performative, the backlash can be swift, severe and long-lasting.

What Exactly Is Greenwashing?

Greenwashing is the practice of using misleading claims, imagery, or messaging to appear more environmentally responsible than a company is. It’s marketing designed to give the impression of sustainability without requiring meaningful operational change.

At best, greenwashing is lazy. At worst, it’s intentionally deceptive, a smokescreen for unsustainable business practices.

Common Greenwashing Tactics (and Why They Fail)

1. Vague or undefined claims — Terms like “eco-friendly,” “green,” “natural,” or “sustainable” are often used without clear definitions or measurable proof.
2. Nature-themed imagery — Slapping a leaf on the label or switching to a green colour palette doesn’t make a product sustainable.
3. Cherry-picking the good — Highlighting a small initiative (e.g., recyclable packaging) while ignoring bigger issues (e.g., emissions, labour practices).
4. False endorsements/certifications — Proprietary “eco seals” that mimic credible third-party marks confuse customers and undermine trust.

These tactics not only fail to convince today’s informed consumers, they also often trigger backlash, damaging the very trust the campaign was trying to earn.

When Green Campaigns Backfire: Notable Examples

Some of the world’s most recognised brands have learned the hard way:

• Volkswagen marketed its diesel vehicles as “clean” while using software to allegedly mislead emissions tests.
• HSBC was criticised in 2022 for ads promoting its green financing while allegedly continuing to invest heavily in fossil fuels; the UK Advertising Standards Authority banned the campaign for being misleading.

These examples reveal a key truth: Greenwashing doesn’t just fall flat; it can backfire and leave lasting reputational scars.

What Authenticity Looks Like: A Grounded Example

While greenwashing often involves large companies overplaying their hand, many small-to-mid-sized businesses are quietly making sustainable choices without overhyping them. One such example is Horus Music, a digital-first music distribution company.

Matthew explains how his team approaches sustainability behind the scenes:

“Firstly, we are a paper-free office and our services are focused on digital services. When we attend or take part in physical, in-person events, we avoid bringing things like business cards, flyers, merch etc, rather we have a small number of reusable canvas banners. We also support a hybrid working environment; although we have a headquarters office, most of our staff work remotely, so rather than forcing travel, we allow for many people to work from home.”

What’s important here isn’t just the operational effort, but the measured, authentic way brands like Horus Music engage with the topic. They don’t force sustainability into their marketing if it doesn’t align with their audience’s priorities, but they still live those values internally. It’s a clear contrast to greenwashing: action first, messaging second.

The Real Cost of Greenwashing

The impact of greenwashing extends far beyond a few angry tweets or short-term media backlash. At its core, it undermines one of the most critical elements of modern branding: consumer trust.

A 2023 global poll by YouGov found that 60% of consumers worldwide are sceptical of green claims made by brands, highlighting widespread distrust of environmental messaging across markets. For brands attempting to position themselves as purpose-driven or values-led, that’s a massive credibility gap to overcome.

This scepticism doesn’t just hurt campaign performance; it can stall long-term brand growth. Greenwashing creates the perception that sustainability is being used as a marketing ploy rather than a genuine commitment, making even well-intentioned efforts harder to believe in the future.

In short, brands that lean too heavily on shallow sustainability messaging risk alienating the very customers who care the most.

So what’s the alternative? If a brand isn’t yet perfect on sustainability, it’s better to acknowledge the journey than exaggerate achievements. In today’s market, humble honesty builds more trust than hollow perfection.

What Makes a Sustainability Campaign Authentic?

With greenwashing scandals on the rise and consumer scepticism now mainstream, simply talking about sustainability isn’t enough. To build real credibility, brands must ensure their sustainability messaging is grounded in truth, supported by data and delivered with humility. Authenticity isn’t just a tone, it’s a strategy.

Here are four essential components of truly authentic sustainability marketing:

1. Transparency: Show the work, not just the wins

True transparency means owning both your progress and your imperfections. Brands that outline clear environmental goals, publicly share progress reports and admit where they’re still falling short come across as more trustworthy than those who only highlight polished achievements.

Whether it’s carbon emissions, waste reduction, or ethical sourcing, consumers want to see a measurable, trackable impact, not vague promises or feel-good language.

2. Third-party certifications: Let credible voices speak for you

In a world of self-declared “green” labels, third-party certifications provide legitimacy. Labels like B Corp, Fair Trade, Carbon Trust, or Rainforest Alliance are widely recognised and trusted. While not all certifications are feasible for every business model or industry, the principle stands: external validation beats internal hype.

3. Storytelling through impact reporting

Sustainability reports don’t have to be dry PDFs buried on your investor page. More brands are turning these into compelling digital narratives, combining data, video and behind-the-scenes stories to demonstrate how they’re making a difference.

Even for companies that don’t lead with green messaging, sharing real-world operations can boost credibility. Matthew shared how operational integrity supports authenticity, even if sustainability-first branding isn’t always necessarily the leading strategy: “If it makes sense as part of our message, we wouldn’t see it as a problem for us to comment on or promote initiatives we agree with. As mentioned previously, our audience is primarily music creators, who respond well to education. If talking about sustainability fits into that and feels natural, we talk about it.”

Rather than using these choices as a marketing hook, Horus Music builds trust by embedding sustainability in its daily practices and speaking about it only when it naturally fits.

4. Community engagement: Make sustainability collaborative

The most effective campaigns invite customers to be active participants, not just passive recipients. Whether it’s through gamified eco-actions, user-generated content, or shared impact goals, brands that co-create sustainability efforts tend to build stronger emotional loyalty.

Think refill stations at local stores, tree-planting programs tied to purchases, or customer voting on sustainability initiatives. This isn’t just marketing. It’s movement-building.

Authenticity in sustainability isn’t about having it all figured out. It’s about being real, being accountable and being brave enough to let your actions speak louder than your slogans.

Strategies for Building Trust Through Sustainable Marketing

In today’s competitive landscape, it’s not enough to say your brand cares about the planet; you need to prove it. And proving it means more than highlighting your product’s packaging or planting a tree for every purchase. Trust in sustainability marketing is earned through a combination of transparency, consistency and ongoing engagement.

Here are five key strategies brands can use to build (and keep) that trust:

1. Lead with impact, not buzzwords

Words like “eco-conscious”, “green” and “planet-positive” may grab attention, but without context, they can do more harm than good. To stand out, brands should lead with real outcomes: energy saved, waste reduced, emissions offset and communities supported.

Consumers want specifics, not slogans. Campaigns that start with “We’ve reduced our carbon footprint by 38% since 2020” or “We now source 90% of materials from recycled inputs” have far more impact than vague promises of “doing better.”

2. Use data and proof points

Trust is built on evidence. Wherever you make a sustainability claim, whether in an ad, on your packaging, or in a social post, back it up with numbers. Use verifiable metrics, certifications, or lifecycle analysis. Offer concise transparency and link to deeper details for those who want them.

3. Involve customers in the journey

Sustainability shouldn’t be a one-way conversation. Involve your audience via eco-incentives (recycling rewards), interactive campaigns (tree-planting tied to reviews) and gamified challenges with visible progress. Shift from “Look what we’re doing” to “Look what we can do together.”

4. Be honest about progress and limitations

Nobody expects perfection. Brands that acknowledge gaps, setbacks and constraints earn more respect than those that claim flawless impact. Grounded, situational honesty outperforms performative claims.

5. Educate, don’t just promote

Education builds authority and goodwill. Publish explainers on sourcing, carbon offsetting, or practical guides that help customers reduce waste. As Matthew notes: “For us, Educational content works well – being able to offer free advice to music creators gets people in, but by being consistent in providing more, keeps people around… throughout this messaging, we can highlight how we can help people achieve results.”

Sustainability marketing is no longer about short-term clicks; it’s about long-term credibility. Brands that focus on proof over perfection, engagement over ego and transparency over trends will be the ones that earn and keep the trust of today’s values-driven consumers.

Challenges Marketers Face in Sustainable Campaigns

Sustainable marketing may be the future, but that doesn’t mean it’s easy. While consumers are increasingly demanding eco-conscious brands, marketers face a complex web of pressures behind the scenes. From internal constraints to external scrutiny, these challenges can make even the most well-intentioned campaign difficult to execute authentically.

Here are four of the most pressing hurdles:

1. Balancing profit and purpose

Sustainability is good for the planet, but it doesn’t always look good on a profit and loss sheet. Eco-friendly materials often cost more. Verification takes time. And long-term impact isn’t always easy to measure in quarterly reports.

For smaller teams with tighter margins, this tension is even greater, not just in implementing sustainable practices, but in tracking and justifying them across a fragmented digital landscape. As Matthew explains, reflecting on early struggles with measuring marketing performance:

“A big reason why it was difficult at first is that in the modern digital age, there are so many places you have to consider having a presence and having multiple strategies in place (i.e. social media, website & SEO, YouTube, in-person events & Sponsorships, online directories, partnerships, digital advertising, etc). All have possibilities for lots of data to come in, and if working with limited budgets, smaller teams, it can be like spinning plates, with the pressure to stay competitive.”

These operational realities illustrate why sustainable messaging needs to be efficient, aligned with business outcomes and realistic in scope.

2. Navigating consumer scepticism

Even when brands are doing the right thing, they often struggle to get credit. In an era shaped by greenwashing scandals and shallow promises, scepticism is the default. Overcoming this requires consistent action, transparency and dialogue. A parallel is emerging with AI content; as Matthew notes, “Customers will begin to see signs of what AI-generated content is being generated and a significant portion of those people will turn away from that marketing.” Quality and relevance must trump mass automation.

3. Supply chain transparency

Verifying sustainability across suppliers is difficult. Can you guarantee that every partner shares your standards for labour, emissions and sourcing? Without robust data and audits, thoughtful campaigns can crumble under scrutiny. Investment in certifications, third-party audits and traceability tech is increasingly vital.

4. Regulatory changes and legal risk

Regulators like the UK’s ASA and the US FTC are tightening rules on environmental claims. Marketers must substantiate every claim and avoid potentially misleading language. This demands closer collaboration with legal teams, better data governance and active monitoring of evolving standards.

In short, sustainable marketing is a high-reward, high-responsibility space. Success belongs to brands that manage complexity with clarity, back up every claim and stay humble about their journey.

7. Metrics That Matter: Measuring the Success of Green Campaigns

Sustainability isn’t just a branding exercise; it’s a long-term trust-building strategy. The right metrics help marketers prove ROI, understand audience response and refine messaging.

Here are five key indicators that help assess the impact of green campaigns:

1. Brand sentiment analysis

Use social listening and media analytics to track how perception shifts before, during and after campaigns. Are audiences praising transparency, calling out greenwashing, or asking for more proof?

2. Social media engagement

Measure quality engagement (saves, shares, positive comments) and who’s engaging (eco-influencers, sustainability communities, advocacy partners) — not just raw likes.

3. Conversion rates from sustainability messaging

Tie actions (purchases, sign-ups, downloads, loyalty participation) to specific eco claims or content. A/B test value-led vs. product-led messages to refine tone and targeting.

4. Customer loyalty and retention

Values alignment fuels repeat purchase and advocacy. Track repeat rates, loyalty program participation and lifetime value to gauge long-term impact.

5. Net Promoter Score (NPS)

NPS reflects advocacy. Rising scores post-campaign suggest growing trust; dips can flag messaging gaps or credibility issues.

Bottom line: if you’re not measuring, you’re guessing. These metrics show that purpose and performance can reinforce each other.

What’s Next: Future Trends and the Path Forward for Sustainable Marketing

As sustainability becomes a defining force in consumer behaviour, brands are moving beyond short-term green campaigns toward deeper, systemic approaches. Expect more transparency, innovation and radical honesty.

Five trends to watch:

The rise of regenerative marketing

Moving from “less harm” to “net positive,” with initiatives that restore ecosystems (reforestation, soil regeneration, biodiversity support).

Blockchain for verification and traceability

Immutable supply-chain records can verify sourcing, labour practices and emissions claims, combating greenwashing in high-risk sectors.

Circular economy campaigns

From resale and repair to modular design, marketing shifts from pushing “new” to promoting longevity and reuse.

Carbon offset and climate investment initiatives

Offsets integrated into customer journeys (e.g., carbon-neutral shipping, checkout contributions) rather than treated as afterthoughts.

AI-powered sustainability campaigns

AI refines segmentation and timing while personalising eco-messaging. As Matthew cautions, the resource footprint of AI will itself face scrutiny, so efficiency and balance are key.

Can Green Campaigns Build Trust Without Greenwashing?

Absolutely — if they’re built on authenticity, transparency and measurable impact. Consumers aren’t swayed by slogans; they back brands that lead with purpose, keep promises and invite them into the solution.

Sustainable marketing isn’t just about optics; it’s about operations. It’s not a trend; it’s a long-term business imperative. As climate urgency and consumer expectations rise, the brands that embed sustainability as a core value — not a campaign theme — will earn lasting trust.

---