Udemy – Sustainability Marketing: Positioning for a Green Future

Sustainability is no longer a “nice to have” in marketing—it’s a competitive necessity, a trust issue, and increasingly a compliance issue.

Consider a few widely cited signals from the market and regulators:

• A 2021 European Commission review of online “green claims” found that 42% were exaggerated, false, or deceptive.
• Global consumer surveys have consistently shown that a majority of buyers prefer more sustainable brands and expect transparency.
• As ESG reporting and green-claims rules tighten, vague messaging and unproven benefits can quickly become reputational (and legal) risk.

So the question becomes: How do you build a brand that’s meaningfully sustainable—and market it in a way that’s clear, differentiated, and credible?