Business to Business: Simple Marketing Strategy for Sustainability

Jacqui Grant
3 days ago
4 min read

Connect and Grow Magazine: Issue 20 May 2025

There is so much more to Sustainability than just being a word that people use, although many people see it as a buzzword; it's imperative for businesses to understand what it means for their business and long-term success in reality. Whether in health, disability services, wellbeing, or creative enterprises, embedding sustainability strategies into your marketing can build trust, build a strong brand and attract the right clients to your business. It's important to remember that brand awareness should be one part of your marketing strategy for sustainability.

Here's the reassuring news: sustainable marketing doesn't have to be complex or costly. In fact, when done right, it can simplify your message, connect you with your audience, and help you stand out in an increasingly conscious marketplace.

You'll find a link to a valuable FREE resource at the end of this article.

Let's break it down—sustainably, of course.

🌱 What Is Sustainable Marketing?

Sustainable marketing means promoting your business in a way that supports long-term growth without draining resources, exploiting people, or contributing to environmental harm. It's about being values-driven, authentic, and intentional in your messaging and methods.

This applies to eco-friendly brands and businesses that value people, purpose, and impact.

🎯 Start with Clarity: Know What You Stand For

What is your business personality, and what is your message about your services and products? Knowing your business personality and your clear message, your logo and brand colours all help people remember your business as one part of Before you post, print, or promote anything ask yourself:

What values does my business represent?
How do I create a long-term impact on clients, the community, or the planet?
Where does my business intersect with sustainability (social, economic, or environmental)?

Clear values create clear messaging. In a noisy marketplace, this clarity is not just magnetic; it's enlightening. People want to know you and your team where appropriate and why they should choose you.

📣 Make Your Messaging Honest and Human

Today's customers—especially younger generations—can spot greenwashing or fake promises a mile away. Instead of overpolishing your brand, share your progress. Be aware that should you use AI, which does have a place, always review it and keep your authentic voice in every message, every conversation and social media.

Try this:

Use real stories about your clients or team (with permission)
Highlight small, meaningful steps you're taking (e.g., using local suppliers, digital-first tools, inclusive hiring)
Celebrate progress, not perfection.

"Marketing our values was a game-changer. Once we talked openly about supporting inclusive workplaces, people started referring others to us just for that," says Mel, a small business owner in the NDIS sector.

💡 Low-Cost, High-Impact Strategies

You don't need a big marketing budget to be sustainable. You need innovative, simple strategies. For example, using social media to share what you do, your services, your product, who you are, and who your business is is a great place to start, that does not have to cost you anything. It is a great way to engage with others and get feedback on what you share.

✅ Email marketing

When it comes to email marketing, be strategic. Too many emails put people off, but too long between emails can cause people to forget. Choose your Content. Send updates that add value, like resources, tips, or behind-the-scenes stories. Bonus: It's paper-free and highly targeted.

✅ Content that educates

Create blog posts, infographics, or short videos that position your business as a helpful, ethical expert.

✅ Collaborate with like-minded businesses

Partner with others who share your values for joint events, giveaways, or Content, amplifying your reach without extra spending. Take your time to get to know others who align with your values and purpose. Really listen to them and even watch them to ensure they are the right fit for you. Ask yourself if they are consistent in how they show up and how they engage with others. The answer to this will show you if they are the right people to collaborate with.

✅ Use what you have

Before chasing the latest platform or trend, ask: How can I use what's already working—better? Sustainability is about making the most of what you already do well. Reflection is a key part of your business; be honest in your reflection. I always encourage the people I coach to take time each month to reflect on what is working and keep doing more of that.

♻️ Think Circular and Star-shaped, Not Just Linear

Traditional marketing can be a one-way push: create a campaign, post it, and move on. However, sustainable marketing is circular, like a shape, like a star; it reaches out in different directions and circles back to your brand, community, and purpose. It's about pushing a message out and engaging in a continuous, multi-directional conversation with your audience.

Turn customer feedback into new services.
Reuse successful Content with fresh insights.
Engage your audience in meaningful two-way conversations.
Be clear in your message and keep working on it until it is clear and flows.
Trust yourself
Be unapologetically you with integrity and honesty. Come from a place where people know you and what you stand for.

🌟 Final Thought: Purpose Powers Growth

Sustainability in marketing isn't just about recycling paper or saving energy—it's about building a lasting business that people trust and want to support.

The more you market in a way that reflects your purpose, the more your business becomes a magnet for the right clients, partnerships, and opportunities.

Growth becomes natural when you align your business with what truly matters.

You can access our CES Framework for Business Growth and Sustainability - Connect, Empower, Soar here: CES Framework for Business Growth and Sustainability

This framework is designed to help businesses align their growth strategies with sustainable practices. It provides a step-by-step guide on connecting with your audience, empowering them with your message, and soaring to new heights of success while staying true to your sustainability goals.

Written by

Jacqui Grant

Feel free to book at any time or email us: info@breakfreeconsultancy.com

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Disclaimer: All information is general. It is essential to speak to the right person to receive the best advice for your business requirements.