Every year, around Earth Day, sustainability surges back into the spotlight. Brands update their logos with green flourishes, post pledges on social, and talk loudly about their eco goals. But once the buzz dies down, many go quiet.
That inconsistency creates a problem — especially when consumers, investors, and even your own employees are paying attention year-round.
“The challenge isn’t talking about sustainability on Earth Day — it’s showing up the other 364 days of the year,” says Joey Moore, Senior Director, “Customers, employees, and investors are looking for consistency. And that has to come from within the business strategy, not just the marketing calendar.”
So how can brands — especially small and mid-sized businesses (SMEs) — make sure their sustainability efforts aren’t just short bursts of activity, but part of a long-term mindset?
1. Move It from the Comms Team to the Boardroom
Sustainability has to live beyond marketing. That means setting clear goals around emissions, energy use, packaging, logistics, and supplier standards — and making those goals part of the company’s wider business plan.
You don’t need to be Unilever or Patagonia to do this well. Even small teams can start with science-based targets and begin tracking meaningful data. Being honest about what’s working and what still needs improvement is more powerful than posting vague promises.
2. Recognise Where the Pressure Comes From — It’s Not Just the Public
Yes, eco-conscious consumers are pushing brands to be more accountable. But that’s not the only force at play. Employees want to work for companies that align with their values. Investors are increasingly linking funding to strong ESG performance. And regulators are tightening the rules — especially in the UK and EU, with initiatives like the Corporate Sustainability Reporting Directive (CSRD).
Sustainability pressure is coming from all sides — and for businesses that embrace it, that’s an opportunity, not a threat.
3. Build Sustainability into the Customer Journey — Not Just the ‘About Us’ Page
Forward-thinking marketers are finding practical ways to embed sustainability into the user experience:
- Eco-friendly web design: Lighter websites reduce energy use. Tools like the Website Carbon Calculator can help measure digital footprint.
- Highlighting product impact: Let customers know which products use recycled materials or reduce emissions — ideally at the point of purchase.
- Using content to educate: Brands like Allbirds and Who Gives A Crap don’t just share stats. They tell stories, simplify the science, and make sustainability approachable.
These changes don’t require massive budgets. What they do require is intent.
4. Let Tech Pull Its Weight — But Don’t Expect It to Lead
Marketing technology can support smarter, more sustainable campaigns — but it won’t fix a broken strategy.
Here’s where tech helps:
- Predictive analytics reduces waste by helping teams run fewer, more targeted campaigns.
- Digital asset management platforms like Bynder cut down on duplicate creative production.
- Email and performance tracking tools ensure content isn’t being pumped out unnecessarily.
The rule is simple: strategy sets the tone, technology helps scale it.
5. Efficiency = Sustainability
Marketers are under pressure to do more with less — fewer shoots, fewer edits, fewer rounds of copy tweaks. The good news? That kind of efficiency overlaps neatly with sustainability goals.
If you’re reusing creative, reducing ad spend waste, and being intentional about when and how you show up — you’re not just protecting the budget. You’re lowering your environmental footprint, too.
And yes, it builds brand trust along the way.
The Bottom Line: Don’t Wait for Earth Day to Talk About It
Earth Day is a good moment to reflect and recommit — but it can’t be the only time sustainability gets airtime. To build trust, brands need to show consistency, clarity, and action throughout the year.
SMEs don’t need massive sustainability departments to get started. What they need is a plan, some transparency, and a commitment to keep going — even when no one’s watching.
That’s how sustainability becomes a strength, not a seasonal talking point.