A System Re:Design

Most conversations about “sustainable marketing” still orbit the same familiar ideas: eco-friendly campaigns, purpose-driven storytelling, or swapping a plastic bag for paper. Necessary, but are the efficient enough give the scale of the challenge.

We believe sustainable marketing isn’t a communications challenge. It’s a systems challenge.

Traditional marketing was built to maximise growth at any cost. It drove over-consumption, accelerated attention cycles, and rewarded short-term gains. Even when brands add sustainability messaging, it’s often bolted onto the same old infrastructure media systems optimised for impressions, not emissions.

Can marketing be sustainable if the system it runs on isn’t?

What needs redesigning

From story-led to system-led; not just telling greener stories but aligning campaigns with measurable impact across carbon, circularity, and compliance. It means moving from growth at any cost to growth with accountability, where success is measured not only in revenue but also in emissions reduced, supply-chain transparency, and social equity advanced.

The tools already exist

This isn’t a theory. The shift has already begun.

• ESG media can now track the carbon footprint of every impression.

• Greenwashing checks are verifying claims against regulatory standards.

• Circular commerce models are reimagining consumption, embedding reuse and regeneration into business itself.

Yet, while marketing drives trillions in consumer demand, it still lacks its own sustainability operating system. By some estimates, the carbon impact of global advertising rivals that of aviation but unlike planes, ads fly under the radar.

From less harm to active regeneration

Sustainable marketing isn’t about doing less harm. It’s about building a system where marketing actively drives regeneration making sustainable products, services, and lifestyles not just available, but desirable