This article was contributed by Fair And Forward.

The year 2025 has solidified Australia’s position as a global leader in greenwashing regulation.

Regardless of one’s stance on ASIC’s proactive approach, the intense focus on curbing greenwashing within ESG and finance is undeniable. In the past six months alone, Vanguard, Fiducian Investments, and Active Super have faced millions in fines for misleading consumers.

Beyond overt mis- or disinformation, stringent regulation has impacted numerous organisations, from sustainability purists to those with a commitment to improvement. Many organisations are now adopting ‘greenhushing’ as a result, which is the act of downplaying or under-reporting sustainability commitments, as it offers the dual benefit of avoiding scrutiny and regulatory backlash.

This context, however, presents a unique opportunity for those bold enough to take it. If you aim to market an authentic, sustainability-focused product or service, or to advance the collective sustainability agenda, the silence of competitors and the regulators’ pursuit of overstated claims create a clear space to lead.

The following outlines three golden rules for effectively marketing sustainability products, services, or features.

#1 From generic to targeted

At its core, marketing sustainability mirrors general marketing principles. Decades of research and practical case studies have established best practices for resonant messaging. While mass marketing can and should drive growth, additional impact comes from standing out and connecting with specific consumer segments.

Segmentation is a crucial marketing tool, enabling marketers to narrow their focus, optimise spending, and engage directly with audiences they understand through research.

Conversely, sustainability services often fall into the trap of attempting to appeal to everyone. In reality, there isn’t a singular ‘sustainability consumer.’ Segmentations, such as MIT Sloan’s Sustainable Consumer, reveal a diverse range of behaviours, from dedicated sustainability champions to non-believers and every nuance in between.

Identify your product or service’s ideal audience. Develop a strategy to target these key groups with genuine connections and craft tailored messaging.

#2 From product-led to benefit-led

The biggest mistake one can make in marketing is being product, rather than market-focused. Market-centricity, or the ability to understand the audience needs before your product features is key to success.

Too often does sustainability communication end up communicating a list of features, often technical, or making claims that may be truthful of the product, but less relevant to the audience. While functional benefits do form part of a consumer’s rational decision-making for choosing a product, emotional benefits are what create lasting impressions and build brand awareness. 

When marketing sustainability, adopt a benefit-first approach. Consider what the audience gains from engaging with your product or service and what their needs are. This might mean highlighting only one or two general benefits, but the impact will be magnified due to audience relevance.

#3 From facts to stories

David Attenborough famously declared in 2020 that ‘saving our planet is a communications challenge’. If facts were all that mattered, we would have seen much stronger climate action and sustainability programs at a global level.

Without delving into social psychology and behavior change theory, the human brain favors efficiency, seeking shortcuts to process information, until a story engages it. The power of storytelling is evident yet still largely untapped. Framing, fostering human connection, and utilising story arcs has the capacity to drive genuine change.

Marketers of all products, socially and environmentally beneficial or not, have leveraged storytelling in advertising. My hope is for the sustainability communications and marketing sector to confidently do the same as it matures.

There is a wealth of research pertaining to marketing efficiency as well as climate and sustainability communications. What needs to be done is clear, but how to practically apply it to specific situations is where things can get tricky.

If you need assistance marketing your sustainability product, service or corporate strategy, feel free to reach out.