<aside> đź’ˇ We've created this resource to help marketers like you navigate the world of responsible business practices. Think of it as your go-to guide for understanding the essential concepts, terms, and principles of sustainable and ethical marketing. Keep in mind that sustainable marketing is an evolving practice, so it's important to stay curious and adaptable. Use this glossary as your starting point, and don't forget to stay informed about the latest trends and best practices in responsible marketing.
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| Term | Definition |
|---|---|
| Ad Net Zero | An industry-wide initiative, led by the Advertising Association in the UK, to reduce the carbon impact of making and running advertising to real net zero by 2030. It provides a five-point action plan, tools, and a network for advertisers, agencies, and production companies to measure and cut emissions from their activities. |
| B Corporation (B Corp) | A certification for businesses meeting high standards of social and environmental performance, transparency, and accountability. Verified by B Lab to balance profit with purpose. |
| Brand Purpose | A company's reason for being beyond making money. The core "why" of a brand and its positive impact goal in society. |
| Carbon Footprint | Total greenhouse gas emissions caused directly/indirectly by an individual, organisation, event, or product. |
| Cause Marketing | Partnership between for-profit business and non-profit organisation for mutual benefit, supporting charitable causes or social issues. |
| Circular Economy | Economic model aimed at eliminating waste through reuse, repair, and recycling of materials and products. |
| CSR | Corporate Social Responsibility: Integrating social and environmental concerns into business operations and stakeholder interactions. |
| Diversity and Inclusion | Ensuring marketing represents and respects all backgrounds, avoiding stereotypes and creating inclusive messaging. |
| Ethical Consumerism | Choosing products based on producer's ethics and values, supporting companies that don't harm people, animals, or environment. |
| Ethical Marketing | Promoting products honestly, fairly, and responsibly while respecting customer privacy and societal values. |
| ESG | Environmental, Social and Governance criteria used to evaluate company performance in sustainable and ethical areas. |
| Fairtrade | Certification ensuring fair prices, working conditions, and trade terms for producers and workers. |
| Green Marketing | Promoting products as environmentally friendly or having positive environmental impact. |
| Greenwashing | Misleading claims about environmental friendliness or sustainability without real action. |
| Inclusive Marketing | Creating content that reflects audience diversity and respects all groups authentically. |
| Life Cycle Assessment | Evaluating environmental impacts throughout a product's entire life cycle, from creation to disposal. |
| Local Sourcing | Obtaining materials from nearby suppliers to support local economy and reduce transportation impacts. |
| Materiality Assessment | Process to identify key sustainability issues for organisation and stakeholders. |
| Net Zero | Balance between greenhouse gases emitted and removed from atmosphere. |
| Organic Certification | Products made without synthetic pesticides, fertilisers, or GMOs, following natural production methods. |
| Social Enterprise | Business primarily focused on social/environmental mission, reinvesting profits into that mission. |
| SDGs | UN's Sustainable Development Goals: 17 global goals for better, sustainable future by 2030. |
| Sustainable Marketing | Marketing approach benefiting company, society, and environment long-term. |
| Sustainability | Meeting present needs without compromising future generations' ability to meet theirs. |
| Transparency | Being open and honest about business practices, products, and operations. |
| Triple Bottom Line | The Triple Bottom Line is a widely used sustainability framework that urges businesses to evaluate success on three fronts instead of just one. In addition to the traditional financial bottom line (Profit), companies also measure their impact on People (such as employee well-being, fair labour practices, community support) and their impact on the Planet (environmental stewardship). |
| Upcycling | Converting waste materials into new products of higher value or quality. |
| Zero Waste | Eliminating waste through design, reuse, and recycling in a continuous loop. |
The Triple Bottom Line is a widely used sustainability framework that urges businesses to evaluate success on three fronts instead of just one. In addition to the traditional financial bottom line (Profit), companies also measure their impact on People (such as employee well-being, fair labour practices, community support) and their impact on the Planet (environmental stewardship). The concept, coined by John Elkington, essentially says that a truly successful business cares for its social and environmental performance just as much as its profits. For example, a manufacturer applying the triple bottom line might invest in reducing emissions and improving worker safety even if those don’t immediately increase profit – because they yield social and environmental benefits. This framework helps marketers communicate a more holistic value of their brand, highlighting social and eco-friendly outcomes alongside financial achievements.
The UN Sustainable Development Goals are 17 global goals – such as zero hunger, quality education, gender equality, climate action, and more – that provide a shared vision for making the world better by 2030. They serve as a universal framework for governments, NGOs, and businesses to contribute to sustainable development. Many companies have adopted the SDGs as a guide for their own strategies and marketing messages. For instance, a clean energy company might align itself with SDG 7: Affordable and Clean Energy, or a fashion brand might connect to SDG 12: Responsible Consumption and Production by using recycled materials. By referencing the SDGs, marketers can communicate that their brand’s efforts are part of a recognised global agenda. It adds credibility and context to claims of sustainability or social impact. In practice, companies might set specific targets linked to relevant SDGs (like reducing carbon emissions or improving diversity in the workplace) and then report on progress. The SDG framework helps ensure that a company’s ethical and sustainable marketing claims are grounded in internationally agreed goals, making it clearer to consumers and stakeholders how the brand contributes to broader societal aims.
An industry-wide initiative, led by the Advertising Association in the UK, to reduce the carbon impact of making and running advertising to real net zero by 2030. It provides a five-point action plan, tools, and a network for advertisers, agencies, and production companies to measure and cut emissions from their activities (such as travel, production processes, digital ad delivery). Businesses that participate in Ad Net Zero commit to practical changes (like using renewable energy, sustainable production practices, and carbon offsetting for unavoidable emissions) in their marketing operations. This initiative not only helps companies lower their environmental impact but also gives them a framework to talk about greener advertising practices in their marketing and PR.
Sustainable and ethical marketing is about promoting products and services in ways that are good for people and the planet. It means companies not only seek profits but also care for society and the environment in their business practices and advertising. In simple terms, sustainable marketing focuses on long-term environmental and social impact (e.g. reducing waste or fair labour), while ethical marketing focuses on doing what is right – being honest, fair, and respectful to consumers and communities. This approach helps build trust with customers and ensures businesses contribute positively to the world.