NIM Marketing Intelligence Review

Sustainable Sustainability: What Works, What Backfires and What's Next

Sustainability initiatives are under pressure: Political headwinds are intensifying, companies are scaling back their goals, and criticism of symbolic measures is growing. Yet sustainability is not disappearing—it is maturing. What matters today is not what sounds good, but what has a proven impact.
The guest editor of this issue, Katherine White, Professor of Marketing and Behavioral Science at the University of British Columbia, joins our authors in showing how companies can effectively integrate sustainability into their products, processes, and business models.

Sustainability Marketing Circular Economy Sustainability Communication Consumer Action Intention-Behavior Gap
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Guest Editors

  • Katherine White, Senior Associate Dean Strategy and Responsible Business and Professor of Marketing and Behavioural Science, Sauder School of Business University of British Columbia

Issue Contents

The New Sustainability: From Signaling to Substance

The challenge is to focus on designing products and experiences that align with human psychology instead of working against it.

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From Good Intentions to Real Impact: How to Design a Circular Business That Makes a Difference
Why Sustainability Polarizes and How to Bridge the Divide

Effective sustainability communication combines audience-specific framing with broader narratives that reinforce common ground.

When Crisis Hits: How We Can Leverage Communities to Mobilize Responsible Action

Crisis strategies should focus on activating communities, strengthening social networks and fostering shared responsibility.

Pricing Sustainability Without Backlash: Why One Line on the Receipt Can Make or Break Consumer Trust

Sustainability pricing must be treated as both a financial decision and a strategic communication choice.

Powered by Green: How Renewable Energy Shapes Health Perceptions

Sustainability investments can generate marketing returns and not just reputational benefits.

Repurposing the Hangtag: Turning Sustainability into Sales in Fashion Retailing

Improving sustainability communication can help consumers evaluate sustainable fashion and, ultimately, drive sales.

Reconfiguring Sustainability: How to Engage Consumers Beyond Guilt and Fear

Interview with Brad Liski, CEO of Tru Earth

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