Marketing survival
SUSTAINABILITY
mARKETING
SURVIVAL
Avoid Greenwashing. Build Trust.
Tell Your Sustainability Story — Ethically
A practical course for marketing teams who want to promote sustainability without falling into the greenwashing trap
Avoiding Greenwashing for Marketing Professionals
Sustainability Marketing Is a Minefield.
- Your brand wants to lead with purpose
- Your team wants to promote your sustainability wins
- But one misstep—and you’re the next headline on social media
52% of global consumers believe brands are greenwashing - Capgemini Research Institute (CRI)
You’re Not Alone
Most marketing professionals aren’t trained in environmental standards or ethics. And with constantly evolving guidelines (ASA, CMA, carbon claims, etc.), it’s hard to know what’s allowed, what’s expected, and what builds credibility.
What You’ll Walk Away With
- A step-by-step guide to avoiding greenwashing in all campaigns
- Real-world green marketing examples—the good, the bad, the avoid-at-all-costs
- How to integrate sustainability in your marketing strategy without losing authenticity
- Best practices for ethical and socially responsible marketing
- The truth about ESG marketing and how to align with business goals
- A customisable “Claim Evaluation Checklist” for safe messaging
Inside the Course: From Confusion to Clarity in 5 Steps
This course breaks down the complex world of sustainability marketing into five practical, powerful modules:
Module 1: Definitions – What is True Sustainability?
Cut through the confusion. Understand what real sustainability means in a marketing context—beyond buzzwords and surface-level gestures. Learn how sustainability differs from ESG and CSR, and why your understanding of it matters.
Module 2: Declarations – What Is Greenwashing and What Claims Are You Making?
Where most marketers slip up—messaging. Learn to spot vague or misleading claims and understand how greenwashing happens. We’ll break down real-world examples and show how to evaluate your brand’s sustainability claims.
Module 3: Data (Company) – What Frameworks and Standards Exist?
Not all claims are created equal. Discover the key sustainability frameworks (like GRI, CDP, and SDGs) and why marketers must align with them. Learn who inside your company holds the data—and how to collaborate across teams.
Module 4: Data (Marketing) – How Does Your Activity Affect Your Company’s Sustainability?
Marketing isn’t just messaging—it’s impact. Understand how your campaigns influence emissions, data usage, consumer behavior, and even greenwashing risk. Get actionable strategies to do things differently.
Module 5: Demonstration – Storytelling that Stands Up to Scrutiny
Turn your claims and data into stories that inspire—not mislead. You’ll learn to craft narratives that align with your brand’s values and real-world impact. Includes storytelling templates and campaign walkthroughs.
Well-researched and concise, I learned a lot about practices and tools of doing marketing for a company invested in sustainability.
Michael Höeppner, Marketing Manager, Germany
The training was thoughtfully designed, offering clear and engaging education with real-world examples that made complex topics easy to understand.
Manon Bical, Reef Studio, Fuerteventura
Whether you’re a business leader, marketer, or just someone who wants to drive change, this course will equip you and your teams with the tools, knowledge, and confidence to create a lasting impact.
Chloe Lalor, Senior Marketing Executive, UK
Instructor: Simon Badman
Simon Badman is a marketing strategist with over 25 years’ experience helping purpose-driven organisations communicate more clearly, credibly, and effectively.
He previously led marketing at World Wide Generation (WWG), a pioneering sustainability data and technology company behind the G17Eco platform. In this role, Simon helped position G17Eco as a global solution for connecting cities, businesses, and investors to trusted, measurable ESG outcomes - aligned with the UN Sustainable Development Goals.
Simon was a founding partner and trainer at SocialB, where he has delivered digital marketing and communications training to professionals across sectors, from non-profits and SMEs to global brands. His sessions focus on practical tools, strategic thinking, and ethical marketing approaches that avoid greenwashing.
Through this course, Simon brings together his real-world experience in marketing, sustainability data, and storytelling, offering a clear framework to help marketers make honest claims, engage stakeholders, and align with evolving standards.
Here's what we can do for you:
Branding
It's the pillar of your presence. How your customers recognize you and know what you stand for.
Web design
From your website to your social media presence, we'll help you develop and refine your message for the medium.
Copywriting
Crafting your story is more important than ever before. Products abound today, but a good story is worth its weight in gold.
Food festival
The largest and most popular vegetarian food festival in the world was looking to refresh its brand to reflects its hugely expanded and diverse audience.
Store launch
An urban clothing line that had succeeded online wanted to launch its first brick-and-mortar store with an excitement that reflected its hip and trendy products.
Product launch
A new tech company was looking to tell its story in an enticing and compelling way. "Here's how we're going to make your life better in just a few moments."
