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Why Sustainable Marketing?
We support you in credibly integrating sustainability into your brand core and communicating it clearly - fact-based, transparent, and with real benefits for your target groups. At the same time, we help you not only to disclose and optimize the carbon footprint of your marketing supply chain, but also to further develop the entire marketing ecosystem across all ESG dimensions: from environmental impacts to responsible and clear consumer communication.
Together, we develop solutions that have an impact and strengthen trust - for your brand, your stakeholders, and a future that we are actively shaping.
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From Strategy to Implementation - our range of Services is fully integrated.
We accompany brands on their sustainable marketing journey from strategy to implementation - holistically or precisely where you currently have a specific need.
Under the umbrella of the House of Communication, we bring together all our agencies and specialists to form a “House of Sustainable Communication”, which the Serviceplan Group bundles in #TheGoodLine.
This enables us to offer sustainable marketing solutions across the entire marketing ecosystem - modular, scalable, and customized. Our services range from the development of effective sustainability strategies and clear, responsible consumer communication to CO₂-optimized production, media campaigns, and digital solutions.
We not only consider ecological effects, but also incorporate all relevant ESG dimensions into our considerations. Whether it's a project component or systemic transformation, we work with you to identify solutions that fit your goals, resources, and stakeholders - and create a lasting impact across your entire marketing mix.
We are Top 5!
We are delighted that #TheGoodLine has been named one of Ad Age Best Of 2024's top five agency projects for sustainability. This recognition confirms our commitment to developing sustainable marketing solutions that make an impact - strategically, creatively, ecologically, and socially.
The following cases show what this impact looks like in practice.
Learn more about sustainable marketing at the Serviceplan Group or talk to us directly about your challenges.
Our Clients' Sustainability Projects
Further information can be found in our FAQs
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Sustainability marketing describes the strategic alignment of marketing activities with environmental, social, and economic responsibility. Sustainability marketing aims to build trust, strengthen brand reputation over the long term, and credibly differentiate a company from its competitors. At the same time, it helps companies successfully establish sustainable products, services, and practices in the market and drive the transition toward responsible business practices.
Together, based on your current status and requirements, we define the steps for Sustainability Marketing:
- Rethink – Developing an eco-social marketing strategy
- Change – Transforming your narratives for legally secure and captivating communication internally and externally
- Make – Eco-social production of all marketing activities and assets
- Launch – Using sustainable media for your brand, products, and services
- Sustain – Long-term eco-social transformation and leadership of your company and all platforms
Companies can rely on sustainably produced and circularly designed advertising materials as well as climate-friendly advertising media—for example, digital communication formats instead of traditional offline materials, advertising materials made from recycled or recyclable materials, modular and reusable productions, or giveaways made from durable, circular resources. Sustainable production practices, such as resource-efficient photo and film productions, the use of renewable energy, or CO₂-reduced production chains, also support holistic, sustainable brand communication. It is crucial that all advertising materials and media minimize resource consumption, enable multiple uses, and align consistently with the company’s sustainable brand strategy.
Greenwashing: When companies engage in Greenwashing, they portray themselves as environmentally friendly without actually being green. This can involve false claims, obscuring facts, lack of relevance in communicated topics, absence of proof points, unclear statements, unsubstantiated claims, or the use of unrecognized labels.
Greenhushing: Greenhushing refers to companies implementing environmental protection measures but failing to effectively communicate these actions and disclose them openly to customers and stakeholders.
Eco-Friendly Marketing: Eco-Friendly Marketing is a holistic approach that places ecological responsibility at the heart of marketing strategy while positively influencing consumer awareness and behavior. Key features and goals of Eco-Friendly Marketing include environmentally friendly products and services, sustainable production processes, transparent communication, packaging, and distribution, as well as education.
Sustainable Branding: Sustainable Branding describes a brand that defines sustainability as a core value and has integrated it comprehensively into the company.
By communicating transparently, honestly, and specifically. Or more specifically: By ensuring that companies are specific, verifiable, accurate, and understandable in all their messages, and by successfully engaging people with fascinating brand stories.
Companies can strengthen awareness for Sustainability while pursuing their commercial goals by gaining the trust of customers. A fundamental requirement is that the public perceives the company as a fair brand. How can this be achieved? Best through communication on equal terms that aims not to educate but to touch. With engagement formats, brands can inspire their customers towards an environmentally conscious lifestyle while strategically placing their own sustainable product developments and innovations in public discourse.
Sustainable marketing helps to communicate and promote a company's CSR initiatives. CSR forms the basis for authentic and credible sustainability marketing. In order to remain future-proof and meet the requirements of the Corporate Sustainability Reporting Directive (CSRD) and the Corporate Sustainability Due Diligence Directive (CSDDD), companies must place sustainability at the heart of their organizational development. CSR in its traditional sense is no longer sufficient for this.
Sustainable marketing is not a nice-to-have, but rather strengthens trust, protects against regulatory risks, and measurably supports company growth. Through transparent, fact-based communication, it meets CSRD requirements and creates differentiation in saturated markets. At the same time, it reduces reputational risks and credibly positions companies as responsible brands. Sustainable marketing thus contributes directly to risk minimization, employer branding, and long-term brand value.
On the communications side, you can measure success by improving your eco-social image and thus uniquely positioning your brand in this area. On the marketing supply chain side, you can reduce the core KPI CO2 based on data.
The biggest challenge for sustainable marketing strategies is to switch communication entirely to verifiable facts. Under the new EmpCo guideline (effective from 2026), imprecise or unsubstantiated sustainability claims are prohibited—marketing must not promise anything that cannot be clearly proven and transparently documented. This forces companies to radically review their sustainability claims, build robust data and clear methodologies, and clearly rule out greenwashing risks. Only in this way can brand communication remain credible, legally compliant, and competitive in the future.