Impactful marketing without the footprint.
What is Sustainable Marketing?
Before moving on to how I as a sustainable marketing consultant can help you, it is crucial that there is clarification on what sustainable marketing actually is.
Sustainable marketing is when your marketing has sustainability embedded into every single angle of it. From branding and strategy right through to tactics and governance, it ensures the delivery of value to customers without costing the planet.
It has 4 core pillars within which it operates:
Redefined success
Sustainable marketing is focused on redefining success. Moving away from the traditional marketing model of ‘engine of growth’ where the sole measure of success is based on revenue/profit generated, to one where marketing acts as an orchestrator of company performance across the three pillars of sustainability (ESG – environmental, societal and governance), all defined by a company’s purpose.
Shared value
Value has traditionally concentrated solely on company benefits. Shared value focuses on value creation throughout a company’s entire value chain from its supply chain right through to its end customer. When translated into marketing, that means everything from which marketing channels you use, right through to your marketing campaigns.
Real People
Leaving the current everyday concept of consumers and surveillance capitalism behind, sustainable marketing focuses on the idea of citizens within their wider communities and rethinking value creation. Rather than driving people to buy more and more, the emphasis lies on creating valuable partnerships with customers where companies are genuinely solving issues both at community and individual levels.
Governance & Efficiency
Traditional marketing is inherently wasteful and awash with greenwashing.
Sustainable marketing requires instilling a governance framework that ensures everything from how your products and services should be legally communicated (e.g. organic, biodegradable, carbon-neutral) right through to how your brand should behave on social media channels and with its data.
The same applies to efficiency. Through embedding new practices, waste will naturally reduce and more cost-effective solutions will be found.
The How.
No two clients are on the same sustainability journey. At Green Eyre, adapting the marketing methodology is paramount to ensuring you achieve your goals.
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Course contributor for:
The Who.
Alexis Eyre comes from inside the marketing system itself. Over the past two decades, she’s worked media owner, agency and client-side, supporting brands of every size from start-up to international corporations. That experience is what shaped her focus today: helping marketing work with reality rather than talking past it.
She’s the Co-Founder of the Sustainable Marketing Compass, and Co-Author of the award-winning book Sustainable Marketing – the industry’s role in a sustainable future. Her next book, Competitive Sustainability – Driving change with value, launches in April 2026.
Alexis is also an Assessor at the University of Cambridge Institute for Sustainability Leadership, Sustainable Marketing Director at Flourish and has spoken at numerous events including the BusinessGreen Net Zero Festival, eCommerce Expo and InnovateZero.
Clients.
A few words…
I’m so glad our paths crossed because Alexis has been a god-send. Her advice has been invaluable, her guidance has been steadfast and her ideas have been inspiring. She truly is integral to JUST ONE Tree and I plan to never let her go!