The harsh reality of marketing sustainable products and brands
Sustainability might dominate brand decks and boardroom strategy sessions, but if we were really honest, most consumers don't actually make their purchasing decisions with the planet in mind. At least, not when push comes to checkout.
It’s not that people don’t care. Brits are among the most environmentally concerned consumers in Europe, but when it comes to parting with their cash, values don’t always translate to purchases. This contradiction is what marketers refer to as the intention-action gap, and it's a gaping one.
We Say We Care – But Do We?
According to Deloitte’s 2023 Sustainable Consumer research, 67% of UK consumers said they tried to live more sustainably, and over half claimed they'd stopped purchasing certain brands because of sustainability concerns. But - and here’s the rub - only 18% said they’d paid more for a sustainable product. And fewer still had made permanent switches in behaviour.
In the same breath, supermarket own-label ranges continue to outsell eco-alternatives, and Amazon’s next-day delivery churns on - proof that price and convenience still rule the retail roost.
What Happens When You Lead With Sustainability Alone?
In the UK, we’ve seen numerous well-meaning brands fall flat by focusing their messaging entirely on environmental virtue.
Take the case of Ecover. A pioneer in plant-based cleaning products, it enjoyed loyal niche support, but struggled to go mainstream. Why? The branding screamed “eco” but lacked the aspirational polish of competitors like Method, which launched with similar credentials but added bold packaging, vibrant colours, and cheeky copy. The result? Method leapt off the shelves at Sainsbury’s, Boots and even John Lewis. Ecover... quietly reformulated and rebranded.
Or consider electric vehicles. The first wave of EV marketing was heavy on stats, emissions, and moral high ground. It wasn’t until Tesla reframed the conversation to make electric cars sexy, powerful, and fast, that people really started paying attention.
Even in fashion, brands like People Tree (founded in the UK and known for impeccable ethics) have been eclipsed by the likes of Reformation or even ASOS’s more trend-led “responsible edit”, which hide their credentials behind a sheen of aspirational lifestyle content and fashion-forward styling.
Case Study: Frank Green’s Reusable Bottles (Yes, They're Aussie, but the lesson travels)
Let’s briefly detour to Australia for one of the best examples in sustainable product marketing. Frank Green bottles are as eco-conscious as they come: reusable, ethically made, and designed to reduce single-use plastic. But if their early messaging had led with carbon offset stats and biodegradable components, we wouldn’t be talking about them.
Instead, they leaned into customisation, sleek design, and a "cool factor" that made them a status symbol on both TikTok and your desk at WeWork. British stockists quickly picked them up, and now you’ll spot them everywhere from Urban Outfitters to Selfridges.
What Does Work When Marketing Sustainable Products in the UK?
Lead with lifestyle, not Guilt Nobody wants to be scolded while they shop. Brands like Wild (the UK-based natural deodorant company) lead with high-impact visuals, limited edition scents, and colourful cases. Their refillable, compostable credentials? Still there, just not the opening line.
Aspirational over worthy British beauty brand UpCircle repurposes waste products like coffee grounds and fruit stones into skincare. But their branding is spa-grade: minimal, premium, desirable. “Reused. Repurposed. Reloved.” is their message, but it’s wrapped in a visual that feels more like Aesop, not activism.
Don’t Make It All or Nothing The average British consumer isn’t going to overhaul their life overnight. Give them an easy win. Look at Who Gives A Crap (the toilet roll brand). Their cheeky, tongue-in-cheek branding made recycled toilet paper fun before hooking people in with convenience and subscriptions.
Make the Eco Bit the Cherry on Top When the core product is great (effective, stylish, affordable), the fact that it’s sustainable becomes the tie-breaker, not the headline. That’s how brands grow beyond the green niche and start turning heads on the high street.
The Takeaway
In the UK, sustainability alone won’t sell a product. But great branding with a sustainable edge? That will. It's not about ditching the eco message - it’s about weaving it in so skilfully that it enhances, rather than defines, your brand story.
When sustainability is treated like a moral obligation, it feels like homework. But when it’s presented as part of a product that’s genuinely desirable, you’re on to a winner.
Our favourite sustainably-minded brands
1. UpCircle Beauty
Category: Skincare/Home
A brand that turns food waste into skincare? Yes please. Their chic packaging, clear brand voice, and tagline “Reused. Repurposed. Reloved.” make sustainability feel premium, not preachy.
📍London-based | upcirclebeauty.com
2. Toast Ale
Category: Drink
They brew craft beer using surplus bread and are vocal about food waste, but their branding? Bold, clean, and refreshingly unworthy. Sustainability is in the story, not the spotlight.
📍London-based | toastale.com
3. Freja
Category: Food
The UK’s first shelf-stable bone broth brand, rooted in nose-to-tail nutrition and low-waste thinking. Their Scandinavian-style branding and clean aesthetic give “wellness” without the woo.
📍London-based | frejafoods.com
4. Pott Candles
Category: Homewares
Hand-poured candles with a refill model and gorgeous ceramic pots you actually want to keep. Rustic-chic visuals meet a low-waste model that doesn’t bang on about being green, it just is.
📍York-based | pottcandles.com
5. The Tartan Blanket Co.
Category: Interiors
They offer recycled wool and responsibly made home textiles with heritage-inspired branding that feels both warm and editorial. They lead with comfort and style, and sustainability follows.
📍Edinburgh-based | tartanblanketco.com
6. DASH Water
Category: Drink
Wonky fruit, zero sugar, beautifully branded. DASH leans heavily into lifestyle-led marketing, with colourful visuals and minimal environmental guilt-tripping.
📍London-based | dash-water.com
7. Something & Nothing
Category: Drink
Spritzes and sodas with minimal, design-led packaging that feels more Milan hotel bar than organic co-op. But they’re carbon neutral and plastic-free, too.
📍London-based | somethingandnothing.co
8. Green&Blue
Category: Home/Garden
They create beautifully designed wildlife products (like bee bricks and bird feeders) that blend sustainability with architectural minimalism. Think form, function, and impact.
📍Cornwall-based | greenandblue.co.uk
9. Talou
Category: Childrenswear
Talou creates seasonless, made-to-last kids’ clothes using organic and surplus fabrics. With earthy tones, soft textures, and thoughtful design, it feels like a mini Toast, but for toddlers. Their branding leans into warmth and nostalgia, with sustainability seamlessly stitched into the story.
📍Kent-based | talou.uk
10. Spill Tea
Category: Drink
Playful, honest, and gloriously unfussy, Spill Tea is all about good brews and better conversation. Their bright, bold visuals cut through the worthy tone often found in wellness drinks, while their commitment to plastic-free packaging and ethical sourcing sits proudly behind the scenes.
📍London-based | spilltea.co.uk
