Earth Month Reflections: The State of Sustainable Marketing

April is Earth Month, and every time it rolls around, we see content from brands highlighting their sustainable practices. We’re all for this at Indie — but we also know that what we do matters more than what we say when it comes to sustainability.

This month, we’ve been reflecting on what sustainable marketing really means. As we help brands grow and scale, how do we make sure that growth doesn’t come at the planet’s expense?

No brand is perfect, but we believe there’s power in aligning your values with action and transparency. So this Earth Month, we’re taking a closer look at the state of sustainable marketing — where the industry’s heading, what’s working, what still needs work, and how brands can move forward with intention and integrity.

What’s Working: Values-Driven Strategies That Come From Within

The brands that are making the biggest impact (and building the most credibility with their audiences) are the ones that treat sustainability not as a seasonal initiative but as a core value embedded into their business model.

When sustainability is truly baked into how a company operates, sharing the effort and impact feels organic. Califia Farms is a stand-out example. As a plant-based beverage brand, Califia has championed a more sustainable food system. Their sustainability commitments include making dairy-free products, using recycled packaging, and holding themselves accountable through rigorous short and long-term goals. They’ve made zero-waste manufacturing a priority at their California facility. And they’re deepening relationships with farmers and suppliers to support regenerative practices and improve the sustainability of key ingredients like almonds, oats, and coffee.

Califia Farms is proof that when sustainability is at the core of who you are as a brand, it shows. And communicating that clearly and consistently builds real trust with consumers who care about where their products come from and what impact they leave behind.

What’s Working: Transparency Cultivates Trust

If there’s one quality consumers are craving in sustainability conversations, it’s transparency. Sustainable marketing works best when it openly shares both what’s going right and what still needs work. That might look like publishing data-backed sustainability reports, showing behind-the-scenes footage of updated operations, or simply being upfront about progress and setbacks along the way.

One brand that does this exceptionally well? Reformation. Their tagline is “Being naked is the #1 most sustainable option. We’re #2.” And they have the receipts to back that statement.

For example, each product page on their website features a RefScale score, which measures its environmental footprint against the average U.S.-made clothing item. They also publish quarterly sustainability reports with detailed impact data, goals, and a roadmap to becoming climate-positive by 2025.

It’s clear that when brands invite their audience into their sustainability practices, they cultivate trust and lasting relationships with consumers. Transparency is good ethics and good marketing.

What’s Not Working: Greenwashing and Seasonal Campaigns

Consumers are over the fluff. Sustainability messaging that feels vague or performative falls flat and negatively impacts a brand’s relationship with its consumers. Here are some tips on what to tune into:

1. Avoid Greenwashing

Using words like “eco-friendly” or “green” without context or proof is one of the fastest ways to lose credibility. For example, recycled packaging that makes up 2% of your product line, or a “sustainability statement” with no data or goals behind it won’t cut. Consumers are smarter than ever and they’re looking for receipts.

2. Consider the Impact of Digital Marketing

It’s tempting to think of digital marketing as inherently green—but it has a footprint, too. From the carbon cost of programmatic ad impressions to the energy demands of certain websites, our digital work can sometimes negatively impact the environment. Keep in mind that overdelivering ads with low performance or building bloated sites that aren’t optimized are considered waste.

3. Make Sustainability  a year-long Endeavor

If your brand only talks about sustainability during Earth Month, consumers will notice. The most compelling sustainable marketing strategies are consistent, integrated, and accountable. That doesn’t mean you need to be loud all the time, but rather back up your messaging with year-round action.