Is 'Green Marketing' A New Business Necessity?

The concept of sustainability as a whole is becoming more commonplace these days, with people paying more attention to (and ridiculing others for) their support of unsustainable business practices and brands. Jangid [2025] supports this idea, calling for CEOs to take action and prove themselves sustainable.

"Sustainability is no longer a niche concept—it’s a fundamental business driver shaping industries across the globe. With the green economy projected to reach $12 trillion by 2030 (UNEP), Chief Marketing Officers (CMOs) and CEOs of sustainable organizations must integrate green marketing into their brand strategy" (Jangid, 2025).

"Green marketing isn’t just about selling eco-friendly products—it’s about building trust, aligning with global sustainability goals, and differentiating in a competitive market. 81% of global consumers believe businesses should help improve the environment (Nielsen). 57% of consumers are willing to change purchasing habits to reduce environmental impact (IBM). Accenture found that sustainable brands grow 5.6 times faster than competitors" (Jangid, 2025).

"However, greenwashing concerns, regulatory challenges, and shifting consumer expectations require a fact-based, data-driven approach to green marketing. This article provides actionable insights to help CMOs and CEOs implement authentic, effective, and scalable green marketing strategies" (Jangid, 2025).

"'Green marketing' refers to strategies and practices that promote environmentally friendly products, services, and business operations. It extends beyond eco-labeling and integrates sustainability across branding, supply chains, packaging, and corporate communication" (Jangid, 2025).

"The primary challenge in green marketing is credibility. Consumers, regulators, and investors expect verifiable, data-backed sustainability claims. To avoid greenwashing and build trust, sustainable brands must use science-based sustainability reporting" (Jangid, 2025).

"[For example] a Life Cycle Assessment (LCA) evaluates a product’s environmental impact from raw material extraction to disposal. This scientific approach allows companies to identify carbon hotspots, improve sustainability, and provide consumers with factual claims. Patagonia’s Footprint Chronicles provides detailed LCA insights for each product, allowing consumers to track its environmental footprint. This initiative reinforces Patagonia’s 'Don’t Buy This Jacket' campaign, which encourages responsible consumption" (Jangid, 2025).

"Green marketing is no longer optional—it’s a business necessity. Companies that fail to adopt sustainability risk losing market share, regulatory compliance, and consumer trust" (Jangid, 2025).

Review

The evidence provided by the references and urgent tone of this article makes it seem like people want to be sustainable and support sustainability efforts, enough so that the "green marketing" approach is being emphasized here for CEOs, not just as a "strategic imperative", but as a "business necessity". A problem that could arise, however, is with companies who want to claim sustainable status, not for the benefit of the environment, but to appeal to consumers. How can designers use this caveat to their advantage when designing for sustainable businesses? There's also the instance to consider in which consumers associate with a "sustainable" brand for the sake of their own image and might not even care enough to learn how that brand is practicing (or is not practicing) its supposed sustainability efforts. In this case, how might designers help spread awareness about which brands/companies are, in fact, sustainable?

References

Jangid, H. (2025, February 15). Green Marketing: A strategic imperative for sustainable brands. Mission Sustainability. https://missionsustainability.org/blog/green-marketing-strategies/