Can B2B marketing be more sustainable? (yes, here's how)

Sustainability efforts and communications shouldn’t just be a boardroom topic. They should be on every marketer’s radar.

Why? Because those actions shape your brand and influence how people and your target audience see you.

Marketing sometimes gets sidelined in the sustainability conversation. But guess what? Marketers have loads of opportunities to champion responsibility in their daily work. After all, sustainability should run through every part of a business, so of course it belongs on marketing’s agenda.

So… how do you actually do it? Let’s peek into the Sustainable Marketer’s Checklist!

Swag (a.k.a. branded merch and corporate gifts)

Newsflash: we’re burning through the Earth’s resources so fast that by summer each year, we’ve used up more than our fair share. This year, Earth Overshoot Day landed on July 24th. Time to pause and ask: do we really need to stock up on more stuff for the marketing closet?

Water bottles? Well, most people already have a dozen lying around from former jobs or personal buys. The same goes for tote bags, t-shirts, towels, and hoodies.

So, what if you got creative with non-physical or digital gifts instead? Think streaming or audiobook service gift cards, stuff that brings joy without adding junk. If physical swag is a must, you can still do it the smart way. For example, Finnish company re-cloy offers a re-merch service where they upcycle second-hand clothes into fresh branded gear.

The textile industry is one of the dirtiest out there, and spoiler alert: Earth already has enough clothes to dress the next six generations. And let’s not forget about the working conditions behind all that merch. So next time you’re about to order new branded hoodies, consider other ways to produce and source your swag!

How to party more sustainably

Events might come with a big carbon footprint: think travel emissions, giveaways, decorations, and catering.

But there’s hope! Take a cue from startup event Slush, which has been a sustainability pioneer for years. Their toolkit is gold: only vegetarian food, reusable decorations, no swag allowed, and they’ve even offset their carbon footprint (including attendees’ flights). That’s what real accountability looks like!

Here’s how to run an event like a sustainability champ:

• Let long-distance guests join remotely with a high-quality stream

• Pick a venue with good public transit, and maybe even throw in a transit pass for attendees

• Skip the plastic freebies and avoid single-use decorations

• Remind guests (in the invite!) that no one needs to buy a new outfit for the party. Come as you are, or wear your favorite something-again.

• Serve sustainably produced, mostly plant-based food, and think reusable dishes and recycling points

• Ditch plastic name tags and lanyards. Let’s be honest, no one’s missing them.

• Do staff really need new branded outfits, or could they stand out in another way?

• Make sure your event follows safe space principles

What your ad placements say about you

Trying to keep up with all the changes in advertising platforms lately? Same. It’s like a fast-moving soap opera, just with more algorithms.

Some companies have decided to wave goodbye to X (yep, formerly known as Twitter). Why? For some, it’s the increasingly political vibe. For others, it’s about distancing themselves from Elon Musk and his business empire. Whatever the reason, the decision to leave X is becoming a branding move in itself.

Then there’s Meta, which recently announced it's dropping fact-checking in the U.S. While the fact-checking is still going strong in Europe, advertisers might still pause and ask: Do we want our ads showing up next to possible fake news?

And then… there’s TikTok.

Oh, TikTok.

The app has been in hot water more times than we can count, whether it’s privacy concerns, geopolitical drama, or questions around content moderation. The key? If you’re going to play on TikTok, play smart and keep an eye on how the platform aligns with your brand values.

Diversity: Who's in your ads, and on your team?

Let’s get real: diversity in marketing isn’t just a checkbox. It’s a mirror that shows who your brand sees, includes, and speaks to.

You can look at diversity from a few different angles (and we recommend you do):

First up: your marketing team. Does your team bring together different backgrounds, perspectives, and lived experiences? A diverse team isn’t just good for workplace vibes, it leads to sharper ideas and more inclusive campaigns. If everyone at the table looks and thinks the same, you might be missing out on viewpoints that could truly level up your brand.

Next up: your ads. Take a good look at your campaigns, imagery, and social media posts. Are you representing a wide range of people? Or do they feature the same five smiley people in matching blazers and suspiciously perfect lighting?

Inclusive visuals aren’t just nice, they’re powerful. Representation matters. People want to see themselves reflected in the brands they support. That means showing different ages, ethnicities, body types, gender identities, abilities, you name it.

The magic (and the mess) is often in the details:

• Who’s speaking in your campaigns, and who’s silent?

• Are different cultures represented respectfully, or as exotic backdrops?

• Is your idea of “diversity” one vaguely ambiguous group photo once a year?

Real inclusivity is woven into the everyday choices of your brand. So before you hit publish, pause and ask: who’s missing from this picture?

AI is a brilliant sidekick, but it comes with ethical baggage

AI is officially the coworker of the year. More and more companies and employees are inviting it into their daily workflows, and in marketing, it’s basically the Swiss army knife of productivity. Need ideas? Editing help? Creative brainstorming? Data analysis? Boom, AI's got your back.

But here’s the thing: behind the smooth interface, AI has a pretty hefty footprint.

Let’s talk resources.

That friendly AI assistant helping you write a short email? It might have slurped up over half a liter of clean water just to generate those 100 words. Oh, and the electricity used? Around 0.14 kilowatt-hours, the same as running 14 LED bulbs for an hour. Generating images or video? Even more resource-intensive.

Then there’s the human side.

Some AI tools were trained using labor from lower-income countries, where people (often young workers) were paid under a dollar an hour to label data, and some were laid off with no warning.

Plus, there’s the data risk factor. AI tools aren’t your private diary. Feeding them sensitive company data or personal information? Major no-no. You never know where that info might end up or who might be training the next model with it.

So yes, AI is awesome, but like any powerful tool, it deserves thoughtful, ethical use. Respect the tech and the people behind it.

Business travel: Zoom in before you fly out

There’s something special about face-to-face meetings. But before you book those flights, ask yourself: Is the value of this trip worth the emissions?

In many expert-driven organizations, air travel can be one of the top-shelf emitters, especially if flights are frequent. So, unless it’s a meeting that truly benefits from being in person, it might be time to rethink.

Virtual meetings remain the lightest lift in terms of emissions, and hey, no need to wear real pants.

And if virtual isn’t an option? Consider flight-free travel. It’s increasingly popular, and it’s not only planet-friendly but also productive. You can work on the way and arrive well-prepared. Wins all around.

Sustainable travel doesn’t mean no travel. It just means smarter travel.

Avoid greenwashing: Walk the talk

Greenwashing misleads customers and undermines genuine sustainability efforts. For marketers, it’s time to sharpen up how you talk about sustainability. To keep your sustainability messaging credible:

• Be clear and specific. Spell out the actual impact or benefit.

• Prove it. Back claims with data or third-party verification.

• Stay consistent. Don’t highlight one action while ignoring bigger harms.

Honest, evidence-based communication not only keeps you compliant, it also protects your brand from the trust erosion caused by greenwashing. Read more about avoiding greenwashing in our full article.

Small choices, big impact

Sustainable marketing isn’t about perfection; it’s about progress. Every choice, from skipping a swag order to rethinking your travel or ad platforms, adds up.

You don’t have to overhaul everything at once. Start small. Be curious. Ask better questions. And hey, being a sustainable marketer? That’s not just good for the planet. It’s pretty great for business, too.

⚠️ A quick note: This checklist is written with a B2B marketing lens. While the principles apply broadly, in B2C marketing there’s an added risk: campaigns that encourage unnecessary purchases can undermine sustainability goals altogether. Pushing people to consume more, particularly products that damage the climate and environment, goes against the core principles of responsible marketing.