Sustainability marketing is changing fast, with 2025 shaping up to be a pivotal year. Legislation, consumer demand, and corporate accountability will push businesses into new territory. Let’s dive into the key sustainability marketing trends you need to know this year!

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The big question: what about Trump?

With Trump days away from becoming U.S. president again, the global sustainability agenda is holding its collective breath. The omens aren’t good - his previous term saw the U.S. pull out of the Paris Agreement (only to rejoin later under Biden), prioritise fossil fuel development and dismantle nearly 100 policies relating to clean air, water, wildlife and toxic chemicals. 

His second term has started similarly, with Trump promising that the ‘green new scam will end.’ 

There are two beacons of hope. Brit-basher Elon Musk is set to loom large over Trump’s administration and is climate-conscious, while Health Secretary Robert F. Kennedy was an environmental lawyer. Will they be able to influence Trump regarding sustainability? 

The other concern in America is that with Apple, Meta and Amazon rolling back their Diversity, Equity, and Inclusion (DEI) programmes, could sustainability be next? With global temperatures for 2024 1.5C warmer than pre-industrial levels, clear examples of the climate crisis on display, from global wildfires to marine heatwaves and rising drought, should dictate that sustainability is one of the driving forces in the world.

Another factor to consider with Trump is that, strangely, deforestation might benefit from a renewed focus on oil and gas. More drilling and, consequently, less demand for biofuels, might curb demand for forest-risk commodities used for biofuel feedstocks like soya, leading to reduced deforestation rates in regions where forests are being cleared to grow these crops. Admittedly, this is a small glimmer of hope amongst largely negative sustainability predictions regarding Trump, but with ‘the Donald’ in charge, we have to take every possible sustainability win where we can! 

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UK Legislation

Back in the UK and EU, however, sustainability continues to be a definite hot topic. 

Incoming EU regulations, such as the Corporate Sustainability Reporting Directive (CSRD) and the Corporate Sustainability Due Diligence Directive (CSDDD), will require large companies to have detailed, science-backed transition plans tied to global climate goals.

These directives will require answers to tough questions, such as:

• How are you reducing your Scope 1-3 emissions?
• What’s your investment in sustainable operations?
• What’s your roadmap to align with the Paris Agreement’s 1.5°C goal?

The UK is also likely to adopt the International Sustainability Standards Board’s (ISSB) S1 and S2 standards in 2025, creating the UK Sustainability Reporting Standards (SRS).

One question mark has been (temporarily) resolved regarding EUDR, the landmark and far-reaching sustainability legislation designed to tackle deforestation in cattle, cocoa, coffee, palm oil, soy, rubber, and wood. The legislation has been delayed for a year, giving companies another 12 months to prepare and prove their supply chains have been deforestation-free since 2020. 

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Sustainability as the ‘product’

Sustainability has increasingly shifted from a ‘nice to have’ to a ‘must have.’ But one trend that’s set toward making sustainability move to sustainability becoming a core part of your product or service. 

Businesses need to consider ‘how can we be more sustainable’ in a global context, including the choppy economic outlook, the second coming of Trump and the rollback of DEI programmes. A better way to frame that question might be… 

• How can we use sustainability to make our products better or more affordable?
• How can sustainability enhance customer value?

Large businesses are well placed to adopt this sustainable trend, as PepsiCo International Foods’ EVP and Chief Consumer and Marketing Officer and Chief Growth Officer Jane Wakely says, “Sustainability can’t be a marketing agenda. It has got to be a company-wide agenda, where marketing’s job is to find the authentic connection to make things relevant to the consumer and turn sustainability initiatives into growth drivers.”

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The Fall of Greenwashing 

Greenwashing, the practice of misleading consumers about a company’s environmental impact, has become a major threat to sustainability in recent years. 

However, recent reports indicate that greenwashing cases declined for the first time in six years in 2024, with the hope that the trend will continue. The report found “a 12% decrease in greenwashing risk globally across all sectors during the year ending in June 2024.” 

Much of that is due to better-informed consumers, especially younger generations, prioritising quality, durability, and sustainability. In 2025, consumers will be increasingly quick to spot and call out brands that don’t live up to their sustainability hype. 

In return, this will help drive informed sustainability marketing, with an emphasis on fully recyclable packaging, high-quality products and full supply chain transparency. 

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Transition plans

As we’ve seen above, the days of vague sustainability commitments are over. Transition plans - detailed, science-based roadmaps - are the new gold standard for corporate climate reporting. They’re not just about emissions anymore; expect zero freshwater usage, zero waste, and zero plastic goals to follow suit.

For marketers, this means communicating complex, technical strategies in an engaging and digestible way. Which is easier said than done, but that’s why good sustainability marketing companies will thrive. 

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Final thoughts

The sustainability marketing landscape in 2025 is all about accountability, inclusivity, action, and uncertainty. Legislation is getting stricter, consumer expectations are rising, and there are larger questions about Trump’s impact on sustainability. However, with the right strategies, brands can adapt and thrive, turning sustainability into a competitive edge.

Need Help With Your Sustainability Marketing?

If you’re struggling to understand sustainability and how it can positively impact your marketing, One Nine Nine is here to help. We work with a wide range of clients including KTC, Daabon and Axiom across a wide range of sustainability issues. Our team of experts specialises in sustainability marketing and can assist you in crafting genuine, compliant, and impactful green claims.

By staying informed and proactive, your business can avoid penalties and position itself as a leader in sustainability. Let’s work together to make your green claims credible and compelling.

To learn more about how we can help your business with sustainability comms and marketing team at 01138444111, email us at contact@oneninenine.agency today.