Is sustainability a laughing matter? Pitfalls in sustainability marketing and how to overcome them

Sustainability marketing often grapples with the inherent tension between promoting consumption and fostering conservation. While sustainability is increasingly prioritised by consumers and businesses, marketing efforts frequently fall short, hampered by misconceptions about consumer behaviour and overly serious messaging. This paper explores common pitfalls in sustainability marketing, including the fallacy of the ‘sustainable consumer’, the illusion that sustainability inherently interests audiences and the trap of overly earnest communication. Drawing from behavioural economics and real-world campaigns, it emphasises the need to align sustainability messaging with actual consumer priorities, such as convenience and emotional appeal, rather than idealised perceptions. Key strategies to improve effectiveness are outlined, including embracing humour, turning weaknesses into strengths and leveraging controversy to drive engagement. Case studies from brands, such as Oatly, Resand and Apple, demonstrate the power of creativity and self-awareness in crafting impactful campaigns. These examples show how emotional resonance and storytelling can amplify the appeal of even seemingly mundane products or complex environmental challenges. Ultimately, this paper underscores the importance of transparency, humility and adaptability in sustainability marketing. By acknowledging imperfections and engaging audiences through relatable and entertaining narratives, brands can inspire and activate the audience while avoiding the pitfalls of greenwashing or exaggerated claims. Sustainability marketing succeeds when it reflects the complexities of real human behaviour and fosters genuine connections with its audience. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.