ECO-FRIENDLY MARKETING: HOW YOUR BUSINESS CAN GO GREEN AND STILL GROW

At the recent Leaders’ Summit on Climate, held virtually and hosted by President Joe Biden, 40 world leaders came together to address the urgent global climate crisis. President Biden announced a bold U.S. commitment to cut carbon emissions by up to 52% by 2030, declaring:

“The US isn't waiting, we are resolving to take action."

Other nations made similarly ambitious pledges:

The UK committed to a 78% reduction in greenhouse gases by 2035.

The EU aims to reduce emissions by at least 55% by 2030, with a net-zero target by 2050.

Japan pledged a 46–50% cut in emissions by 2030—doubling its previous goal.

So what does this mean for you as a business owner?

It means the global climate conversation has moved beyond politics, it's now about action. If the world's largest economies are aligning with sustainability, businesses of all sizes must follow suit. One of the most impactful areas to start is marketing.

Here’s how your business can take a greener approach to marketing without sacrificing creativity, customer reach, or results.

Embrace the Circular Economy Mindset

The traditional "take–make–waste" model of business is rapidly becoming obsolete. It's incredibly resource-intensive and environmentally damaging, with 90% of global materials used once before becoming waste.

More businesses are now shifting to a circular economy model: Take → Make → Consume → Repair → Reuse → Recycle → Make again

In this model, products are designed with longevity in mind, and waste is minimised or eliminated. As an e-commerce agency, we encourage our clients to build circular principles into their marketing, packaging, and product design. Not only is it better for the planet, it resonates deeply with eco-conscious consumers.

Make Your Marketing Circular Too

If you sell physical products, think beyond just product quality, your packaging and presentation matter, too.

Use recycled or upcycled materials for packaging. Better yet, make those materials part of your brand story. For instance:

1) Create reusable tags or labels made from recycled paper.

2) Rebrand old containers (like jars or bottles) with eco-friendly, custom tags.

3) Encourage customers to return or reuse packaging through incentives.

These small, intentional efforts don’t go unnoticed, they position your business as one that cares about sustainability and craftsmanship.

Prioritise Digital Over Print

It’s time to let go of old-school printed flyers and brochures. Most of your target market is online, and digital marketing has a significantly lower environmental impact.

By shifting to digital channels, you can:

1) Reduce paper and ink waste

2) Lower distribution costs

3) Increase your reach and track your results more accurately

That said, don’t completely ignore traditional channels, especially if your audience includes older consumers. A well-placed local newspaper ad once in a while can still serve you well.

Level Up Your Digital Marketing Tools

Going digital doesn’t have to be expensive or complicated.

Use free tools like Canva to create sleek, professional designs for email campaigns, social media posts, and ads. These templates can be easily customised with your logo, colors, and messaging, and then downloaded for instant distribution.

Here’s how to do it efficiently:

1) Design your marketing assets using Canva or hire a freelance designer if you prefer a hands-off approach.

2) Distribute digitally through email marketing platforms, social media, and your website.

3) Repurpose content across different platforms to get the most out of each asset.

By leveraging digital tools, you can stay agile, reduce waste, and keep your brand looking polished, no printing press required.

Final Thoughts: Sustainability and Growth Can Coexist The global climate agenda is clear: change is coming, and businesses must adapt. But here’s the good news, sustainability is not a limitation. It’s an opportunity to innovate, connect with conscious consumers, and future-proof your brand.

Marketing is one of the easiest and most visible places to start. By embracing the circular economy, reducing print waste, and leaning into digital tools, your business can thrive while doing its part for the planet.

At our Shopify agency, we specialise in helping e-ommerce brands grow with purpose. If you’re ready to make your marketing more sustainable, and more effective, let’s talk.