Sustainability Language

Sustainability Language

Corporate green marketing

The marketing of products or corporate image on the basis of environmental attributes — a field dating to the 1970s and now tightly linked to greenwashing risk.

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Definition

Corporate green marketing is the practice of developing, positioning and promoting products, services or brands on the basis of their environmental characteristics or benefits. The American Marketing Association traces the term's use to 1975 and defines green marketing as the development and promotion of products designed to minimise negative environmental effects, alongside broader efforts to signal corporate environmental responsibility.

References

Overview

What it means

Using environmental attributes as a selling point — legitimate where claims are substantiated, deceptive where they are not.

How it is used

Companies deploy green marketing through eco-labels, claims and campaigns; regulators increasingly police it under greenwashing and environmental-claims rules, and it is studied as a driver (and distorter) of conscious consumption.

Why it matters

Green marketing shapes demand for sustainable products but is also the main channel for greenwashing, making claim integrity a regulatory priority.

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