Green Marketing and Sustainable Brands
Learn to market products and brands around genuine sustainability benefits.
About this course
Learn to market products and brands around genuine sustainability benefits. Over three days you will explore what drives green consumer behaviour, how to position a brand with purpose and how sustainability affects product, packaging and pricing decisions.
You will practise writing environmental claims that are clear and supportable, learn to recognise and avoid greenwashing, and plan a campaign that communicates progress honestly. The course closes with a workshop on a real or sample brand.
What you'll learn
- Explain the principles of green marketing and sustainable branding
- Analyse how environmental concerns influence consumer behaviour
- Position products and brands around genuine sustainability benefits
- Write environmental claims that are clear, honest and supportable
- Recognise and avoid greenwashing
- Plan a sustainability communication campaign
Curriculum
- What green marketing means
- Sustainability and the triple bottom line
- Why organisations adopt green strategies
- Risks and opportunities
- Environmental attitudes and buying behaviour
- The gap between intention and action
- Segmenting green consumers
- Local market considerations
- Designing products with lower impact
- Packaging and the product life cycle
- Pricing and value perception
- Building a purpose-led brand
- Making claims specific and supportable
- Eco-labels and third-party standards
- Recognising greenwashing
- Legal and reputational risks
- Storytelling with evidence
- Choosing channels and messages
- Engaging employees and partners
- Reporting progress transparently
- Auditing an existing brand
- Planning a sustainability campaign
- Presenting and peer feedback
Who it's for
Marketers, brand managers and communication staff working on sustainability messages and responsible brands.
Before you start
- Basic knowledge of marketing principles
Part of these Alalamia diplomas
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