Green Marketing vs Sustainable Marketing: What's the difference?

With the marketplace now saturated with green and sustainable products, labels such as eco-friendly, bio, natural and organic have become commonplace. So, what do they all mean? Does marketing differentiate between the two terms 'sustainable' and 'green' marketing, or are they simply the same? 

Many marketers have stressed their ‘greenwash’ fears in adopting environmental initiatives and using the right terms, stating a lack of understanding of its use (Campaign Live, 2021). Consumers have also demanded greater transparency from businesses with their sustainability efforts, feeling an increasing distrust in marketing claims made (Edelman, 2020). 

Greenwashing won't wash 

The terms ‘green marketing’ and ‘sustainable marketing’ have brought fears of ‘greenwashing’ and ‘green sheen’ which has held many marketer's hostage and exposed others guilty of its use. Companies such as VW, H&M and Coca-Cola have been just a few of the known suspects to be called out by the AMA and CMA (Earth.org, 2022). Businesses have pitched themselves as ‘sustainable’, ‘circular’, or ‘zero carbon’ without the appropriate certifications, or demonstration of their sustainable activities.  

What is the difference? 

• Sustainability marketing is defined as a form of marketing which focuses on the environmental and societal needs. It promotes sustainable development, green products and services, as well as social and ethical responsibility, whilst integrating elements of Corporate Social Responsibility (CSR). Belz (2006) explains its purpose as: "creating customer value, social value and ecological value", the three-pronged approach stresses the value creation process involved to practice responsibly. 
• Green marketing on the other hand is more concerned with making consumers aware of the environmental benefits of the product or service. It presents a holistic view into the lifecycle of a product or services, and the sustainability efforts integrated within the business and marketing practices. Lampe and Gazda (1995) describe it as: “the marketing response to the environmental effects of the design, production, packaging, labelling, use, and disposal of goods or services, which provides an opportunity for a company not only to protect the environment but also to benefit from positive consumer attitudes towards the environment”.  

Green Marketing and Sustainable Marketing Tools

There are tools to aid marketer's, recently, the 10-point Marketing Sustainability action plan as developed by Carvill, Butler and Evans (2021) provides marketers with a practical audit to support implementation. The 7 sins of greenwashing advertising guide by TerraChoice (2010) has also been a proven aid for reference, followed by AdGreen's free carbon calculator to support measurement and understanding of carbon impact. There are many tools available which can help, but the focus should be on marketer's reviewing their current and potential sustainability activities, whilst being transparent and accountable for their actions. 

Are you a green marketer or a sustainable marketer? If you are a small business owner or marketer and want to find out more drop me an email at H.Dergic2@wlv.ac.uk