products with green labels

Sustainability Marketing and Greenwashing

Sustainability marketing, when done right, can boost a brand’s reputation and provide an edge over competitors. This course analyzes strategies to effectively jump-start sustainability marketing efforts and avoid greenwashing.

  • Preview Course PREVIEW

Course Info

  • Duration 7 video lessons (46 Mins)
  • Published Published
    2021
Play Video

Preview Course Preview Course

Browse Course Chapters

  • 1. Introduction (1 min)
  • 2. Sustainability Marketing Principles (7 mins)
  • 3. Greenwashing And How To Avoid It (6 mins)
  • 4. Certifications And Transparency (6 mins)
  • 5. Sustainability Identity And Effective Marketing (8 mins)
  • 6. Strategies For Sustainable Marketing (6 mins)
  • 7. Triple Bottom Line (9 mins)

What You Will Learn

  • Familiarity with sustainability marketing principles
  • Understanding and avoiding Greenwashing
  • Identification of sustainability marketing targets
  • Understanding the consumer’s needs and wants
  • Understanding of sustainability marketing message focus

Course Description

It seems like companies everywhere are eager to sell their products and services as the cutting edge of sustainability. The practice of greenwashing, otherwise known as pretending to be environmentally friendly to score marketing or public relations points, is widespread and can often backfire. Many consumers are understandably cautious or skeptical about environmental claims, and the burden of proof is on marketers to overcome the skepticism of discerning customers. The reward can be immense. Sustainability marketing, when done right, can boost a brand’s reputation and provide an edge over competitors. This course presents strategies to effectively jump-start sustainability marketing efforts and avoid greenwashing. Viewers will learn the basics of sustainability marketing principles, market targeting, sustainability focused customer trends, and the 7 common strategies for sustainable marketing, while also gaining a deeper understanding of the triple bottom line sustainability marketing model.

Learn these skills

  • Communications & Media
  • Environmental Planning
  • Sustainability

AICP CM

This course is approved for .75 AICP CM credit.

Meet Your Instructor

Carlos Zapata

Carlos Zapata

Carlos Zapata is a Sustainability and ESG professional who is a graduate of Yale's MBA in Sustainability.

Read More

Thousands have used Planetizen Courses

Master Urban Planning Skills With A Planetizen Courses Subscription.

Get Started
Computer

High quality video lessons developed by experts.

Analytics

Complete course work to receive a certificate from Planetizen.

Certificate

Test your comprehension with course quizzes.

Cloud

Access reading lists, articles, and other materials prepared by instructors.