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What Is a Sustainable Marketing Agency in 2026?

What Is a Sustainable Marketing Agency in 2026?

by | Apr 7, 2026 | Green Business, Sustainable Marketing

What Is a Sustainable Marketing Agency in 2026?

A sustainable marketing agency helps organisations grow in a way that is honest about their environmental and social impact. In 2026 that job has changed. AI now answers many searches before anyone clicks a link, AI tools carry their own environmental footprint, and new UK and EU rules put green claims and AI-generated content under far closer scrutiny.

This guide explains what a sustainable marketing agency does today, why it matters more than ever, and how to choose the right one.

What is a sustainable marketing agency?

A sustainable marketing agency works with purpose-driven organisations to build brands, websites, content and campaigns that are effective and honest. It backs every claim with evidence, steers clear of greenwashing, and considers the footprint of its own work, from the websites it builds to the tools it uses and the clients it takes on.

Sustainable marketing itself promotes products, services and ideas in a way that creates lasting value for the business, people and the planet. Our guide to sustainable vs traditional marketing explains the differences in detail.

What does a sustainable marketing agency do?

It offers many of the same services as any agency, but applies a sustainability lens to each one.

Service What a sustainable agency does differently
Strategy Builds marketing around the organisation’s real mission and impact, not just sales targets
Brand and design Creates identities that communicate values clearly and honestly. See our guide to sustainable branding strategy
Websites Designs lighter, efficient sites that use less energy and are accessible to more people. See what is sustainable web design
Search and discoverability Makes sure people, search engines and AI assistants can find, understand and accurately describe what you do
Content and social Tells evidence-based stories that inform and inspire action rather than just driving consumption
Sustainability communications Turns impact data, reports and certifications into clear, credible messages, and checks claims before they go out

Why a sustainable marketing agency matters in 2026

AI is changing how people find you

Google’s AI Overviews, the AI summaries at the top of search results, reached more than 2 billion monthly users by July 2025 (TechCrunch). When one appears, people click through less. In a Pew Research Center study of 900 US adults’ browsing in March 2025, users clicked a traditional result on 8% of visits to search pages with an AI summary, compared with 15% without one, and clicked a link inside the summary on just 1% (Pew Research Center, July 2025).

That means your website now has two audiences: people, and the AI tools that summarise you for them. Clear, specific, well-evidenced content is what both reward. Vague sustainability language is easy for AI to skip or misrepresent; precise facts are easy to quote accurately. We see this shift in our own analytics, with long, conversational questions now reaching our pages through search and visits starting to arrive from AI assistants.

AI has a footprint too

AI isn’t weightless. According to the International Energy Agency, data centres used around 415 TWh of electricity in 2024, about 1.5% of the world’s electricity, and that is set to more than double to around 945 TWh by 2030, with AI the main driver (IEA, Energy and AI).

A sustainable agency uses AI where it genuinely adds value, rather than generating content for the sake of it. Fewer, better pieces of content are usually more effective and lighter on resources.

From 2 August 2026, the EU AI Act’s transparency rules apply. Chatbots must tell people they’re talking to AI, deepfakes must be disclosed, and AI-generated text published to inform the public on matters of public interest must be labelled unless it has had substantive human editorial review. Fines can reach €15 million or 3% of worldwide annual turnover, and the rules can apply to businesses outside the EU whose AI outputs are used there (Cooley, August 2026).

For any organisation built on trust, honesty about how content is made matters as much as honesty about environmental impact.

Greenwashing now carries real penalties

Since 6 April 2025, the UK’s Competition and Markets Authority can enforce consumer law directly and fine businesses up to 10% of global turnover, including for misleading environmental claims (Fieldfisher).

In the EU, new rules apply from 27 September 2026. They ban generic claims such as “eco-friendly” unless backed by recognised excellent environmental performance, sustainability labels not based on a recognised certification scheme (COSLAW), and claims that a product is climate neutral based on offsetting (Bird & Bird).

Customers still want sustainable choices

In PwC’s 2024 Voice of the Consumer survey of more than 20,000 people in 31 countries and territories, 80% said they were willing to pay more for sustainably produced or sourced goods (PwC, May 2024). PwC notes this may not always translate into actual spending, which is why clear, credible communication matters.

Trust is the real competitive edge

As AI makes content cheap to produce, more of it looks the same. What stands out is what AI can’t invent: real evidence, genuine expertise and a credible human voice. That is exactly what sustainable marketing has always been built on.

How a sustainable agency uses AI responsibly

  1. Use it where it adds value, such as research, analysis and first drafts, not to flood channels with content.
  2. Keep a human in charge. Every piece is reviewed, fact-checked and owned by a person.
  3. Check every claim. AI tools can state things confidently that aren’t true, so every figure is traced to its source.
  4. Be open about it. Disclose AI use where the rules require it, and wherever your audience would expect to know.
  5. Think about the footprint. Choose proportionate tools and avoid needless generation.

What makes a marketing agency sustainable?

  • Who it works with. It focuses on purpose-driven clients and is clear about who it won’t work with. Some agencies sign the Clean Creatives pledge, committing to decline contracts with fossil fuel companies, trade associations and front groups.
  • Verifiable credentials. Independent certifications such as B Corp, or memberships such as 1% for the Planet, which you can confirm in each organisation’s own directory.
  • How it handles claims. It insists on evidence for every environmental claim and knows the UK and EU rules.
  • How it uses AI. It can explain where it uses AI, how work is checked, and how it handles disclosure.
  • Its own footprint. It can explain how it reduces its own impact, from website hosting to travel..

For a starting point, see our roundup of the best sustainable marketing agencies in 2026, and our examples of sustainable marketing for campaigns that worked, and one that didn’t.

FAQs

What is the difference between a sustainable marketing agency and a regular agency? A sustainable agency applies sustainability to every part of its work: who it works with, how it evidences claims, how it uses tools like AI, and how it reduces its own footprint.

Do sustainable marketing agencies use AI? Many do, but carefully: for research, analysis and drafting, with human review, fact-checking and disclosure where required.

How does AI search affect sustainable brands? AI summaries now answer many searches before people click. Brands with clear, specific, well-evidenced content are more likely to be described accurately and cited.

Do sustainable marketing agencies only work with green businesses? Most focus on purpose-driven organisations, from climate and nature to hospitality and social enterprises. Many will also help businesses at the start of their sustainability journey, as long as the commitment is genuine.

What is a B Corp agency? A business certified by the non-profit B Lab for meeting its standards on social and environmental performance, transparency and accountability.

Work with a sustainable marketing agency

Growfish is a Bristol-based sustainable marketing studio working exclusively with purpose-driven organisations across Brand & Design, Web, and Search & Discoverability. If you’d like help telling your sustainability story clearly and credibly, for people and for AI search, we’d love to hear from you. Get in touch with Growfish

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FAQs

What is the difference between a sustainable marketing agency and a regular agency? A sustainable agency applies sustainability to every part of its work: who it works with, how it evidences claims, how it uses tools like AI, and how it reduces its own footprint.

Do sustainable marketing agencies use AI? Many do, but carefully: for research, analysis and drafting, with human review, fact-checking and disclosure where required.

How does AI search affect sustainable brands? AI summaries now answer many searches before people click. Brands with clear, specific, well-evidenced content are more likely to be described accurately and cited.

Do sustainable marketing agencies only work with green businesses? Most focus on purpose-driven organisations, from climate and nature to hospitality and social enterprises. Many will also help businesses at the start of their sustainability journey, as long as the commitment is genuine.

What is a B Corp agency? A business certified by the non-profit B Lab for meeting its standards on social and environmental performance, transparency and accountability.

Work with a sustainable marketing agency

Growfish is a Bristol-based sustainable marketing studio working exclusively with purpose-driven organisations across Brand & Design, Web, and Search & Discoverability. If you’d like help telling your sustainability story clearly and credibly, for people and for AI search, we’d love to hear from you. Get in touch with Growfish

Sources

portrait of Marta Gintowt
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Written by
Pollyanna Durbin

For more info about growing your business with a sustainable marketing strategy, get in touch with us at growfish.co

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The Benefits of Hiring a Sustainable Communications Agency

The Benefits of Hiring a Sustainable Communications Agency

by | Sep 30, 2024 | Green Business, Sustainable Marketing

The Benefits of Hiring a Sustainable Communications Agency

As dystopian footage of environmental degradation floods our screens, marketing mirrors societal trends with the growing demand for sustainable communications agencies. Customers want to know what you’re doing. However, regulators are also paying closer attention to what you claim, and a clumsy message can undo good work.

This guide explains what sustainability communications involves and which mistakes to avoid. It also helps you decide whether to handle it in-house or work with a specialist.

What is sustainability communications?

Sustainability communications is how an organisation explains its environmental and social work, and why that work matters. For example, it covers the claims on your website and packaging, your social media and your reports. It also includes the conversations you have with customers, staff, investors and partners.

Done well, it does more than promote. In fact, it helps people understand the issues, builds trust in your organisation and encourages others to act. Done badly, however, it can damage the reputation you hoped to build.

Why sustainability communications is harder than it looks

Many organisations do genuinely good work but struggle to talk about it. Some say too little because they fear criticism, a habit sometimes called “greenhushing”. Others say too much, too vaguely.

Expectations are also shifting. Many consumers say sustainability influences what they buy. At the same time, they are increasingly sceptical of broad claims.

Regulators are watching more closely, too. In the UK, the Competition and Markets Authority’s Green Claims Code sets out how businesses should make environmental claims. In addition, the CMA has been able to enforce consumer law directly since April 2025. As a result, it can now fine businesses up to 10% of their global turnover for breaking consumer law.

Common mistakes to avoid

Vague language. Words like “eco-friendly”, “green” and “sustainable” mean very little on their own. Instead, say exactly what you’ve done and what difference it makes.

Claims you can’t back up. Before you publish, ask yourself a simple question. If someone challenged this claim, could we show the evidence?

Cherry-picking. Highlighting one small initiative while ignoring your biggest impacts gives a misleading picture. This is true even if each statement is accurate.

Overstating offsetting. Claims such as “carbon neutral” that rely heavily on offsets attract scrutiny. Therefore, be clear about what you’ve reduced and what you’ve offset.

Promises without a plan. Targets such as net zero are only credible if you can explain how you’ll get there.

Saying nothing at all. Staying silent avoids criticism. However, it also means missing the chance to share real progress and encourage others.

How a sustainable communications agency can help

Clear, credible messaging. A specialist can turn technical work into plain language that people understand. Just as importantly, that language should hold up to scrutiny.

Checking claims before they go out. A good agency will test your claims against guidance such as the Green Claims Code checklist. It will then flag anything that needs more evidence or clearer wording. For complex or high-risk claims, you should also take legal advice.

Reaching the right people. Knowing who cares about your work and how to reach them makes your communications far more effective.

Lower-impact digital work. Websites and content use energy every time they load. So lighter pages, fewer heavy files and efficient hosting all help reduce your digital footprint.

Flexible expertise. For many smaller organisations, working with an agency can be more cost-effective than building an in-house team. You get strategy, design and production skills as and when you need them.

Learning what works. Tracking reach, engagement and enquiries shows how your communications are performing. As a result, you can refine your approach over time.

How to choose the right partner

Look for an agency whose experience and values match yours. For instance, these questions will help you find out:

  • Which sectors have you worked in, and can you show examples?
  • How do you check claims before you publish them?
  • What do you do when the evidence is mixed or the story isn’t flattering?
  • How do you reduce your own environmental impact?
  • Above all, a good partner will tell you what they won’t claim for you, not just what they will.

Getting started with sustainability communications

Growfish is a Bristol-based sustainable marketing and communications studio. If you would like help with our communications, get in touch.

Sources

 

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Written by
Pollyanna Durbin

For more info about growing your business with a sustainable marketing strategy, get in touch with us at growfish.co

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The Importance of SEO for Small Businesses

The Importance of SEO for Small Businesses

by | Sep 30, 2024 | Green Business, Sustainable Marketing, Tips

The Importance of SEO for Small Businesses

In today’s fiercely competitive digital landscape, standing out from the crowd can be tricky, especially for small sustainable brands. As digital marketing continues to evolve, finding cost-effective ways to cut through the noise is vital for sustainable growth. In this article, we’ll dive into the importance of search engine optimisation (SEO) for small businesses and the crucial role it plays in any sustainable digital marketing strategy.

What is Search Engine Optimisation (SEO)?

SEO is a digital marketing tool used to increase your website’s organic visibility. Search engines will rank the content of your website, which determines where your page shows up in search engine results pages (SERPs). The more visibility your page has in search results, the more likely you are to be found and clicked on. Basically, good SEO = good business. SEO is not only an important factor in getting traffic to your site, but it also contributes to your website’s sustainability, a key part of sustainable digital marketing.

Glossary of SEO terms

Before we go further, here is a glossary of common SEO terms:

  • Search Engine Results Page (SERP): the list of web pages a search engine displays in response to a user’s query. These are also known as organic search results.
  • Keyword Ranking: the position of your web page in the search results for a specific keyword or phrase. The higher your page ranks, the more visibility and traffic it will receive.
  • Local Search/Local SEO: this involves optimising your web presence for location-based queries to appear in search results. This targets customers in a specific geographic area.
  • Backlinks: links from other websites to your own. Backlinks can improve your page authority and keyword ranking, but you must ensure they come from reputable, high-quality sources.
  • Technical SEO: this aspect of SEO focuses on the backend of your website, such as your HTML code, site speed, mobile optimisation, sitemap, and website architecture. This allows search engines to effectively crawl and index your content.
  • Site Speed: how quickly your website loads. Faster-loading sites are favoured by search engines as they provide a better user experience.
  • Mobile Optimisation: how your website displays and functions on mobile devices, which is a crucial factor in search engine rankings.

What is Sustainable Digital Marketing?

Everything we do on the internet, from scrolling through search results to sharing photos, contributes to our growing digital carbon footprint. The internet is powered by data centres that run on electricity, which is largely generated by fossil fuels. As the world becomes increasingly digital, it’s crucial for businesses to consider the environmental impact of their marketing strategy. While traditional marketing focuses solely on economic growth, sustainable marketing is a holistic marketing approach that prioritises environmental, social and economic sustainability.

The Importance of SEO in Sustainable Digital Marketing

The more time users spend looking for information on the internet, the larger their carbon emissions. An important aspect of sustainable digital marketing is streamlining the user experience to minimise energy and resource usage. SEO plays a crucial role in this, as well-optimised pages are found more easily, lowering the overall environmental impact of the user journey. Faster websites are also prioritised by search engines, so ensuring your pages load quickly and are easy to navigate is not only better for the planet but an important part of your small business’s SEO strategy.

The Benefits of SEO for Small Businesses

SEO is an essential tool for growth, allowing small businesses to boost their online visibility, connect with their target audience, and stand out in the crowd. Here are some of the ways SEO can help your small business:

Increased visibility and organic traffic

An effective SEO strategy will improve your small business’s visibility in search engine results pages. By optimising website content with relevant keywords, you can attract organic traffic to your small business’s website from users actively searching for your products or services. This increased visibility translates to greater exposure and engagement opportunities with your target audience. In addition, SEO allows you to connect with your target audience early on in their buyer journey, increasing your chances of turning visitors into customers.

Cost-effective marketing

SEO is a cost-effective marketing solution for small businesses, offering a higher ROI than traditional advertising methods by specifically targeting consumers that are actively seeking out your products and services. This approach eliminates wasteful spending by focusing on attracting quality organic traffic and conversions.

Building brand authority

By ranking highly in search results, you can build trust and credibility with consumers, positioning your small business as a trusted authority in your niche. This is particularly important for small sustainable businesses to stand out against greenwashing. Consistently producing high-quality, optimised content and building reputable backlinks can help your brand develop credibility with both search engines and potential customers.

Sustainable growth

Implementing an SEO strategy that focuses on longevity using keywords that will attract consistent traffic over time will help build a solid foundation for sustained growth for your small business.

    Local SEO vs Traditional SEO for Small Businesses

    Local SEO is a tool used to promote local businesses online. While traditional SEO prioritises quality content, backlinks and technical SEO, local SEO is a strategy that focuses on location-specific keywords and online reviews. Local SEO helps brands with a physical location generate traffic from their local audience. This can increase foot traffic in your store in addition to website traffic, helping your brand stay relevant in the local community.

    For small businesses with a physical presence, implementing both traditional and local SEO strategies can maximise online visibility and attract both local and broader audiences to your website.

    How to leverage SEO for Small Businesses

    Here are some effective SEO strategies for small businesses:

    1. Conduct thorough keyword research focusing on terms that are relevant to your business.
    2. Optimise on-page elements such as title tags, meta descriptions, and header tags with your target keywords.
    3. Create high-quality, sustainable content that informs and engages your target audience on industry trends.
    4. Build high-quality backlinks through collaborations with other businesses and organisations in your niche.
    5. Ensure your website is mobile-friendly and loads quickly for a seamless user experience.
    6. Analyse SERP competitors to find keywords and understand your target audience better.

    Partnering with a Sustainable Digital Marketing Agency

    An effective SEO strategy lays the foundation for sustained brand growth and is an essential part of any digital marketing plan. Consider partnering with a sustainable digital marketing agency for small businesses looking to maximise their SEO efforts and gain visibility in the sustainability sector. As experts in both marketing and sustainability, you can benefit from their collective expertise to help you develop and implement SEO strategies that align with your sustainable values while driving organic growth and visibility.

    As the world becomes increasingly digital, the importance of SEO for small businesses cannot be stressed enough. SEO is a powerful, cost-effective tool that levels the online playing field for small businesses, allowing you to be seen alongside more established brands. While the competitive nature of the online marketplace may seem daunting, a good SEO strategy can go a long way with little to no cost for your small business.

    Sources

    https://www.semrush.com/blog/small-business-seo/

    https://www.roiwebmarketing.com/blog/seo/how-seo-builds-a-sustainable-foundation-for-small-businesses/

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    Tiggy O’Connnor

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    Sustainability in Ibiza: Building a Resilient Local Economy

    Sustainability in Ibiza: Building a Resilient Local Economy

    by | Sep 4, 2024 | Green Business, Sustainable Marketing

    Sustainability in Ibiza: Building a Resilient Local Economy

    Like many popular holiday destinations in Spain, the “party island” Ibiza, is suffering from the environmental and social consequences of mass tourism. However, a growing number of local initiates and businesses are laying the foundation for a more environmentally conscious and economically resilient island. In this article, we’ll dive into the growing importance of fostering sustainability in Ibiza and the grassroots initiatives leading the charge.

     

    What Are the Environmental Issues in Ibiza?

    In 2023, a record 3.7 million tourists flocked to Ibiza for its stunning beaches and vibrant nightlife, putting considerable strain on the island’s infrastructure and local environment. The unsustainable development driven by tourism has led to resource depletion, waste management issues and extensive habitat loss. Fragile ecosystems are threatened by urbanisation and tourism projects, including golf courses and marinas. In addition, the increasing demand for water and energy has spurred reliance on polluting desalination plants. Fostering sustainability in Ibiza is becoming increasingly necessary as traditional farming declines, biodiversity suffers, and forest fire risks rise. Despite tourism posing significant challenges to the island, the industry accounts for 84% of the island’s economy. As outlined in this post, urgent action is needed to build a sustainable economy that balances tourism with environmental preservation. 

    Nurturing Sustainability in Ibiza

    Cultivating sustainability in Ibiza is challenging due to the island’s history of unsustainable economic development driven by rapid tourism-driven growth. Shifting Ibiza’s economy away from its heavy reliance on tourism and towards local, sustainable businesses is crucial for developing the local economy. The solution lies in grassroots initiatives that prioritise a local, circular economy. Involving local communities, and encouraging practices that reduce reliance on external resources while protecting the island’s natural ecosystems is essential for achieving long-term sustainability in Ibiza.

    Sustainability Initiatives in Ibiza

    Fortunately, Ibiza is not short of sustainable initiatives working to build a sustainable economy on the island.

    Juntos Farm: Accelerating the Transition to Local Regenerative Food System

    Juntos Farm started as a family project in 2018 and has since turned into a community hub, dedicated to organic, regenerative farming practices. They don’t use pesticides or synthetic fertilisers, focusing instead on supporting soil health and biodiversity. The initiative goes beyond simply growing food, serving as a flagship destination to support a local regenerative food system in the hopes of “restoring the ‘culture’ in ‘agriculture’”. By addressing the challenges facing small-scale organic farmers, they’re paving the way for a more resilient agricultural sector on the island.

    IbizaPreservation: Guardians of the Island’s Natural Beauty

    IbizaPreservation stands as a crucial force in promoting environmental stewardship. This non-profit foundation works to conserve and regenerate Ibiza and Formentera’s natural environment. Their efforts span various sectors including land protection, biodiversity, marine conservation, and waste management. Here are a few of their key initiatives: 

    • Sustainability Observatory: this project tracks socio-environmental issues on the island, providing valuable data to guide conservation priorities. 
    • Circular Economy: raising awareness and promoting more sustainable and circular habits to tackle problems like Ibiza’s waste crisis. 
    • Ibiza Produce: a platform connecting local producers with consumers to regenerate soils and landscapes, and develop the local economy. 

    Six Senses: Luxury Meets Sustainability in Ibiza

    Six Senses Ibiza is leading the hospitality sector in embracing sustainability in Ibiza. As the first BREEAM-certified resort in the Balearics, they’ve set a new standard for sustainable luxury. Their dedication to using local and organic materials in construction and operations showcases how high-end tourism can coexist with environmental sustainability. 

    In addition, their sustainability efforts extend beyond their own operations. They also support local organisations making positive social and environmental impacts, through their Sustainability Fund. This approach demonstrates how businesses can support their local communities to foster sustainability in Ibiza. 

    Ecofeixes: Ibiza’s First Organic Cooperative

    Ecofeixes, a cooperative of organic producers, is revolutionising Ibiza’s organic landscape. Comprising 14 farms across the island, they’re on a mission to promote local organic products and improve their accessibility. By supporting Ecofeixes, consumers contribute to the development of the local economy, conservation of heritage landscapes, and reduction of CO2 emissions. This initiative exemplifies how sustainable agriculture can benefit both the environment and the community.

    Casita Verde: Educating for a Sustainable Future

    Education is key to long-term sustainability, and Casita Verde is at the forefront of this effort. This ecology and education centre teaches sustainable, healthy living through the practical application of permaculture principles and the use of alternative energies.

    Casita Verde offers visitors unique experiences, from tours to workshops, helping them adopt more fulfilling and ecological lifestyles. Their work in networking with like-minded organisations amplifies their impact, creating a ripple effect of sustainability across Ibiza and beyond.

    Electro Solar: Harnessing Ibiza’s Sunshine

    With over 300 days of sunshine annually, Ibiza is perfectly positioned to leverage solar energy. Electro Solar, a specialist residential solar energy installation company, is helping islanders tap into this abundant resource. Their work not only reduces energy bills but also contributes to a cleaner environment.

    Electro Solar aren’t just installing solar panels; they’re empowering Ibiza’s residents to take control of their energy consumption and reduce their carbon footprint.

    Sustainability in Ibiza: Building a Circular Economy

    A circular economy in Ibiza would mean reduced waste, more efficient use of resources, and a more resilient local economy. These initiatives are more than isolated efforts; they’re interconnected solutions building a sustainable economy across Ibiza. By promoting local production, collaboration, and regenerative practices, they’re laying the foundation for a robust circular economy. To learn more about circular economies and other sustainability principles, check out our glossary of key sustainability terms. 

    How Sustainable Marketing Agencies in Ibiza Can Accelerate Sustainability

    As we’ve seen in this post, Ibiza is not short of sustainable initiatives working to protect and regenerate the island’s resources and secure its future. The challenge now is to amplify these efforts to speed up the transformation of the island’s economy. Undoing Ibiza’s unsustainable economic model and building long-term sustainability requires collaboration. Sustainable marketing agencies in Ibiza have a critical role in promoting sustainability and shifting consumer behaviour. As outlined in our previous blog post, sustainable marketing agencies in Ibiza have the power to catalyse sustainable solutions like those mentioned above. By harnessing the power of digital marketing, sustainable marketing agencies can help these organisations stand out and inspire positive change.

     

    For sustainable businesses and organisations in Ibiza looking to amplify their efforts and have a positive impact, consider partnering with a sustainable business like Growfish.co.

     

    Sources

    https://www.theguardian.com/world/article/2024/may/25/tourism-surge-forcing-ibiza-workers-to-live-in-car-parks

    https://ibizapreservation.org/en/1323-2/#:~:text=Water%20Scarcity%20%26&text=Escalating%20water%20demand%20from%20mass,and%20Formentera’s%20soaring%20energy%20demand

    https://www.electrosolaribiza.com/

    https://www.ecofeixes.com/

    https://www.casitaverde.com/

    https://juntosfarm.com/?srsltid=AfmBOop95t9cYr8KYQR3UZrdLrz2Lpj69QR_1IAio5VOxtHbidAec34x

    https://ibizapreservation.org/en

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    Pollyanna Durbin

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    Sustainable Marketing in Spain: Revolutionising the Tourism Industry Amidst Anti-Tourism Protests

    Sustainable Marketing in Spain: Revolutionising the Tourism Industry Amidst Anti-Tourism Protests

    by | Aug 5, 2024 | Green Business, Sustainable Marketing

    Sustainable Marketing in Spain: Revolutionising the Tourism Industry Amidst Anti-Tourism Protests

    Spain, with its rich history and stunning landscapes has established itself as one of the world’s top tourist destinations. However, the country now finds itself battling with the consequences of its own success. The recent protests across Barcelona, Majorca and the Canary Islands highlight the urgent need for a more sustainable and respectful approach to tourism. As Spain grapples with record-breaking tourist numbers and growing anti-tourism sentiment, sustainable marketing emerges as a powerful tool to transform the country’s tourism industry. This blog explores how sustainable marketing in Spain can propel the transition towards a more balanced and environmentally conscious tourism model, addressing the concerns of local communities whilst preserving the industry’s economic benefits.

    Why is Spain Protesting Tourism?

    Spain’s tourism industry has reached a critical juncture. In 2023, the country welcomed over 85 million international visitors, surpassing pre-pandemic levels and setting new records. While this has undoubtedly boosted the economy, it has also sparked widespread protests and growing resentment among local communities. In Barcelona, activists from the “Menys Turisme, Més Vida” (Less Tourism, More Life) movement have taken to the streets, demanding limits on flights and cruise ships. Their concerns echo across the country, with residents condemning mass-tourism’s impact on housing affordability, local culture, and quality of life.

    As tourism numbers skyrocketed, the strain on local infrastructure and resources has become increasingly apparent. This influx has led to a sharp rise in housing costs, with many residents finding themselves priced out of their own neighbourhoods as properties are converted into tourist accommodations or bought by foreign investors. The situation in Majorca exemplifies these challenges. Sonia Ruiz, a 31-year-old mother, faces potential homelessness due to soaring rental costs driven by the tourism boom. 

    “Every day I’m looking and every day the rent is higher,” she says, highlighting the cost of unchecked tourism growth.

    The tourism-driven economy has also resulted in the transformation of local businesses, with traditional shops being replaced by tourist-oriented venues, further eroding the local lifesytle. As Pere Joan Femenia, a 25-year-old activist, points out,

    “Businesses are changing from ones selling traditional products to multi-nationals selling ice cream and we are losing our identity.”

     Moreover, the overcrowding, noise pollution, and strain on public services have diminished the overall quality of life for many residents. Not to mention, specialisation within the labour industry maintains the lowest wages in the tourism sector. All this fosters a growing resentment towards an industry that was once seen as the backbone of the country’s economic success.

    Notably, climate activist group Extinction Rebellion has joined forces with anti-tourism protesters, underscoring the environmental implications of mass tourism. This alliance signals a growing awareness that environmental sustainability and social equity are inextricably linked in the context of tourism. These activists are pushing for a comprehensive re-evaluation of Spain’s tourism model, one that considers ecological and social impacts alongside economic gain.

    The Environmental Toll of Mass Tourism

    The environmental impacts of Spain’s booming tourism sector are far-reaching and increasingly visible:

    • Air pollution: The dangerous levels of air pollution seen in popular tourist destinations like Barcelona contribute to poor human health, acidification of water and souls and damage to ecosystems, buildings and crops. The carbon footprint of international flights bringing millions of tourists each year is substantial. It’s estimated that a tourist arriving in Barcelona by aeroplane consumes an average of 605.7 kg of CO2, compared to just 52.9 kg for those arriving by train. With 82% of Barcelona’s tourists arriving by aeroplane, this stark difference stresses the need for more sustainable travel options and a shift in tourist behaviour.
    • Waste generation: Waste production per capita increased by over 60% in recent years, a large proportion of which is single-use. Most of this is generated by tourists, putting considerable strain on local waste management systems. In addition, a 2019 report from the World Wildlife Fund named Barcelona as the second biggest culprit for emptying plastic into the Mediterranean.
    • Noise pollution: In cities like Barcelona, noise levels rarely drop below 65 decibels, largely due to nightlife and increased traffic from tourism, lowering the quality of life for local residents.
    • Pollution from cruise ships: In 2018, over 3 million tourists visited Barcelona on cruise ship tours. Barcelona’s port was named Europe’s most polluted in 2019, with cruise ships alone producing 32.8 tonnes of sulphur oxide – five times more than all the city’s cars combined. Cruise ships also account for 28.5% of Barcelona’s carcinogenic nitrogen oxide and 3.5% of the city’s particle pollution, posing major threats to marine life.

    The Economic Dilemma: Balancing Tourism and Sustainability

    While the environmental and social costs of mass tourism are evident, it’s important to note its economic importance. Tourism has long been a cornerstone of Spain’s economy, accounting for approximately 12.8% of Spain’s GDP and 17% of employment in 2023. A sudden reduction in tourism could have devastating economic consequences, particularly for regions heavily dependent on visitor spending. However, the current model of mass tourism is not sustainable in the long term. It not only degrades the very attractions that draw visitors in but also diminishes the quality of life for local residents. The solution is a sustainable tourism model that balances economic benefits with environmental protection and social well-being.

    The Role of Sustainable Marketing in Transforming Tourism in Spain

    As outlined in this post, sustainable marketing is powerful tool for shaping consumer behaviour and can be instrumental in driving the transition towards more sustainable tourism in Spain. Sustainable businesses can promote responsible travel, educate tourists about their impact, and showcase sustainable alternatives to reshape tourist expectations and behaviours. Here’s how sustainable marketing in Spain can catalyse this transition:

    Educating and Inspiring Travellers

    Sustainable marketing campaigns can help raise awareness about the impacts of mass tourism and encourage more responsible travel choices. Promoting authentic local experiences and off-season travel helps distribute tourist flows more evenly throughout the year and across different regions.

    For instance, a campaign might highlight the beauty of Andalusia in autumn, when the crowds have thinned but the weather is still pleasant. Or it could showcase the rich culture of lesser-known Spanish cities, encouraging visitors to explore beyond the usual hotspots. By promoting off-peak travel, sustainable marketing campaigns can help reduce overcrowding. 

    Promoting Eco-Friendly Accommodations and Activities

    Marketing should spotlight hotels, tour operators, and attractions that prioritise sustainability. This could include eco-certified accommodations, low-impact outdoor activities, and cultural experiences that directly benefit local communities. For example, highlighting Spain’s extensive network of hiking trails promotes active, low-impact tourism that allows visitors to immerse themselves in the country’s natural beauty. Similarly, showcasing traditional Spanish crafts and cuisine can encourage cultural exchange and support local artisans and producers.

    Collaborating with Local Communities

    Sustainable marketing strategies should involve local residents to authentically represent local culture and values while addressing community concerns. This not only provides visitors with authentic insights but also gives locals a voice in how their city is presented to the world.

     Joining Forces with Sustainable Marketing Agencies

    Partnering with a sustainable marketing agency like Growfish.co is a great way for tourism brands in Spain to not only attract environmentally conscious travellers but also educate and inspire all visitors to choose sustainable alternatives. We’ve put together a list of sustainable marketing agencies that you can partner with as you transition towards sustainable tourism. As outlined in this post, sustainable marketing agencies can help sustainable tourism brands in Spain to:

    • Develop authentic sustainability narratives: By crafting compelling stories about a business’s sustainability initiatives, marketers can connect with consumers and help sustainable brands stand out in a crowded market.
    • Implement digital strategies with a low carbon footprint: Sustainable marketing agencies can help sustainable businesses optimise their online presence while minimising their digital footprint.
    • Create educational content: Producing informative content about sustainable travel practices can help tourists make more responsible choices before and during their visits to Spain.
    • Leverage social proof: By showcasing positive reviews and testimonials from eco-conscious travellers, sustainable marketing agencies can encourage visitors to choose sustainable alternatives. Influencer marketing is also a great way to showcase sustainable travel alternatives. 

    Propelling a Circular Economy in Spain through  Sustainable Marketing

    Sustainable marketing can also play a key role in promoting circular economy principles within Spain’s tourism sector. For instance by highlighting hotels that have implemented water recycling systems or restaurants that source ingredients from local, organic farms. This can help create demand for sustainable services and encourage other businesses to adopt similar measures. If you want to find out more about circular economies and other sustainability principles, take a look at our glossary of key sustainability terms. 

    A Sustainable Future for Spanish Tourism

    The protests we see today in Barcelona, Mallorca, and other Spanish hotspots are not just a cry of frustration but a call to action. As Spain wrestles with the mass tourism’s challenges, sustainable marketing emerges as a powerful tool for change. By reshaping tourist behaviour and promoting sustainable alternatives, sustainable marketing can catalyse the transition towards sustainable tourism, preserving Spain’s natural beauty and cultural heritage. 

    For sustainable tourism businesses looking to navigate this transition and contribute to a more sustainable future for Spain’s tourism industry, consider partnering with a sustainable marketing agency. Growfish.co, specialises in developing tailored sustainable marketing strategies that align with your business goals because marketing shouldn’t cost the earth.

    Sources

    Environmental Impacts Of Tourism In Barcelona: Can Circular Economy Make The City Sustainable?: https://earth5r.org/barcelona-spain-circular-economy/#:~:text=Dangerous%20Levels%20of%20Pollution,density%20and%20narrow%2C%20congested%20streets

    Tourism consolidated its recovery in Spain in 2023: https://www.investinspain.org/content/icex-invest/en/noticias-main/2024/exceltur.html

    The Spanish fightback against record tourism: https://www.bbc.co.uk/news/articles/c99wxwgzn8qo

    Spain’s anti-tourism protesters team up with Extinction Rebellion and Free Palestine activists to cause CHAOS this summer: https://www.gbnews.com/news/world/spain-tourism-protests-extinction-rebellion-free-palestine.

    portrait of Marta Gintowt
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    Sustainability Glossary: 60 Key Terms & Keywords (2026)

    Sustainability Glossary: 60 Key Terms & Keywords (2026)

    by | Jul 25, 2024 | Green Business, Sustainable Marketing, Tips

    Sustainability Glossary: 60 Key Terms & Keywords (2026)

    Sustainability has its own language, and it keeps changing. New rules, reporting standards and ideas have arrived since 2024, and getting the words right now matters legally as well as practically.

    This glossary explains 60 key sustainability terms in plain English, grouped by theme, with the newest terms marked New.

    Sustainability keywords at a glance.

     

    1. Core concepts

    Sustainability

    Meeting today’s needs without harming the ability of future generations to meet theirs. In business, it means managing environmental, social and economic impacts together.

    Sustainable development

    Development that improves people’s lives while protecting the natural systems we depend on. It is the idea behind the UN’s Sustainable Development Goals.

    Triple bottom line

    Judging a business on three results, people, planet and profit, instead of profit alone (Harvard Business School Online).

    ESG

    Short for environmental, social and governance. A way for investors and companies to assess risks and performance beyond financial results.

    Circular economy

    An economic system that keeps products and materials in use for as long as possible through reuse, repair, remanufacturing and recycling, designing out waste (Ellen MacArthur Foundation).

    Cradle to cradle

    A design approach in which every material is chosen so it can safely return to nature or be reused again and again, rather than ending up as waste (Cradle to Cradle Products Innovation Institute).

    Doughnut economics

    A model developed by economist Kate Raworth that aims to meet the needs of all people within the means of the living planet, between a social foundation and an ecological ceiling (Doughnut Economics Action Lab). Amsterdam was the first city to adopt it. Read our guide to sustainability in Amsterdam.

    Planetary boundaries

    Nine limits on Earth’s systems within which humanity can safely operate. The Planetary Health Check 2025 found that seven of the nine have now been breached, with ocean acidification crossed for the first time. Only ozone depletion and aerosol loading remain within safe limits (Stockholm Resilience Centre, September 2025).

    Degrowth

    A movement arguing that wealthy economies should produce and consume less, prioritising wellbeing and fairness over economic growth (Degrowth.info).

    Regenerative

    Going beyond reducing harm to actively restoring natural and social systems, for example farming that rebuilds soil health.

    Green economy

    An economy that is low-carbon, resource-efficient and socially inclusive (UN Environment Programme).

     

    2. Climate and carbon

    Greenhouse gases

    Gases such as carbon dioxide, methane and nitrous oxide that trap heat in the atmosphere and drive climate change.

    Carbon footprint

    The total greenhouse gas emissions caused by a person, product, event or organisation, usually measured in tonnes of carbon dioxide equivalent (CO2e).

    Scope 1, 2 and 3 emissions

    The three categories companies use to report emissions. Scope 1 covers direct emissions from sources a company owns or controls. Scope 2 covers indirect emissions from the electricity, steam, heating and cooling it buys. Scope 3 covers all other indirect emissions across its value chain, upstream and downstream (Carbon Trust).

    Net zero

    Cutting emissions to a small amount of residual emissions that can be absorbed and durably stored by nature and other carbon removal measures. To limit warming to 1.5°C, the UN says emissions must fall 45% by 2030 compared with 2010 levels and reach net zero by 2050 (United Nations).

    Carbon neutral

    A claim that a product or organisation’s emissions have been balanced, often through offsetting. New: from 27 September 2026, EU rules ban claims that a product has a neutral, reduced or positive climate impact based on offsetting (Bird & Bird).

    Carbon offsetting

    Paying for emissions reductions or removals elsewhere to compensate for your own emissions. Offsetting doesn’t reduce your own footprint, so it should come after cutting emissions, not instead of it.

    Carbon removal

    Taking carbon dioxide out of the atmosphere and storing it, whether through nature, such as forests and soils, or technology.

    Science-based targets

    Emissions reduction targets in line with what climate science says is needed to limit warming to 1.5°C, often validated by the Science Based Targets initiative (SBTi).

    Decarbonisation

    Reducing the carbon dioxide emissions from an activity, sector or economy, for example by switching to renewable energy.

    Climate adaptation

    Preparing for the effects of climate change that are already happening or expected, such as flooding, heatwaves and drought.

     

    3. Nature and biodiversity

    Biodiversity

    The variety of life on Earth, from genes and species to whole ecosystems.

    Nature positive

    New to many businesses. A global goal to halt and reverse nature loss, measured from a 2020 baseline, so that nature is showing measurable recovery by 2030 and is fully restored by 2050 (Nature Positive Initiative).

    Natural capital

    The world’s stocks of natural assets, including soil, air, water and all living things, which provide value to people and the economy (Natural Capital Forum).

    Ecosystem services

    The benefits people get from nature, such as clean water, pollination, food and climate regulation.

    Biodiversity net gain

    New. A planning requirement in England. Since 12 February 2024 for major developments and 2 April 2024 for small ones, new developments must deliver at least a 10% gain in biodiversity, managed and monitored for 30 years (Lancashire County Council).

    Nature-based solutions

    Actions that protect, restore or sustainably manage nature to tackle challenges such as climate change, flooding and biodiversity loss.

    Biomimicry

    Designing products and systems by learning from nature’s own strategies (Biomimicry Institute).

     

    4. People and society

    Just transition

    Making sure the shift to a low-carbon economy is fair, protecting workers and communities whose jobs and livelihoods depend on high-carbon industries.

    Environmental justice

    The principle that everyone, regardless of background or income, should be equally protected from environmental harm and have an equal say in environmental decisions.

    Corporate social responsibility (CSR)

    A business taking responsibility for its impact on society and the environment, beyond legal requirements.

    B Corp

    A business certified by the non-profit B Lab, which assesses and verifies a company’s social, environmental and governance impact against the B Lab Standards (B Lab UK).

    Tragedy of the commons

    The idea that shared resources, such as fisheries or clean air, get overused when individuals act only in their own interest.

    Resilience

    The ability of a system, whether an ecosystem, community or business, to absorb shocks and adapt to change.

     

    5. Marketing and communications

    Sustainable marketing

    Promoting products, services and ideas in a way that creates lasting value for the business, people and the planet. See our guide to sustainable vs traditional marketing.

    Green marketing

    Promoting a product’s environmental benefits. Narrower than sustainable marketing, which covers environmental, social and economic impact across the whole business.

    Greenwashing

    Making misleading claims about environmental performance, whether through vague language, cherry-picked facts or exaggeration. See our guide to how to avoid greenwashing.

    Greenhushing

    New. When companies under-report or deliberately stay quiet about their environmental goals and achievements, often for fear of scrutiny. A global survey of 1,400 sustainability executives by the consultancy South Pole found that 58% of companies were intentionally reducing their climate communications (Monash Lens, October 2024).

    Green claims

    Any statement suggesting a product, service or company has a positive or reduced environmental impact. In the UK and EU, green claims must be accurate, specific and backed by evidence.

    Generic environmental claim

    New. A vague claim such as “eco-friendly”, “green” or “biodegradable”. From 27 September 2026, these are banned in the EU unless the trader can show recognised excellent environmental performance (COSLAW).

    Eco-label

    A label showing that a product meets certain environmental standards. New: from 27 September 2026, EU rules ban sustainability labels that aren’t based on a recognised certification scheme (same source).

    Purpose-driven brand

    A brand whose reason for existing goes beyond profit, with a clear social or environmental mission.

    Conscious consumer

    Someone who considers the social and environmental impact of what they buy.

    Impact report

    A report showing the social and environmental results an organisation has achieved, ideally with measured, verifiable figures.

     

    6. Reporting and regulation

    Sustainable Development Goals (SDGs)

    The 17 goals adopted by the United Nations to end poverty, protect the planet and improve lives by 2030 (United Nations).

    Green Claims Code

    Guidance from the UK’s Competition and Markets Authority on how businesses can make environmental claims without misleading people. New: since 6 April 2025, the CMA can enforce consumer law directly and fine businesses up to 10% of global turnover, including for misleading environmental claims (Fieldfisher).

    Anti-greenwashing rule

    New. A UK Financial Conduct Authority rule, in force since 31 May 2024, requiring all authorised firms’ sustainability-related claims about their products and services to be fair, clear and not misleading (FCA).

    Empowering Consumers Directive

    New. EU Directive 2024/825, which applies from 27 September 2026 and bans generic environmental claims, uncertified sustainability labels and offsetting-based climate neutral claims (Bird & Bird).

    Corporate Sustainability Reporting Directive (CSRD)

    The EU law requiring large companies to report on sustainability. New: in December 2025, the EU agreed to narrow it to companies with more than 1,000 employees and over €450 million in net annual turnover (Rödl & Partner).

    Double materiality

    Looking at sustainability from two directions: how sustainability issues affect a company’s finances, and how the company affects people and the environment. It is the starting point for CSRD reporting (same source).

    TNFD

    The Taskforce on Nature-related Financial Disclosures, which published its final recommendations in September 2023. It asks organisations to report on their impacts and dependencies on nature and the related risks and opportunities (TNFD).

    Ecodesign

    Designing products to reduce their environmental impact across their whole life. New: the EU’s Ecodesign for Sustainable Products Regulation (ESPR) came into force on 18 July 2024, setting a framework for making products more durable, repairable, recyclable and energy-efficient (RPC).

    Digital product passport (DPP)

    New. A digital record of a product’s sustainability information, introduced under the ESPR. Products covered will need an accurate, complete and up-to-date passport before they can be sold in the EU (same source).

    Right to repair

    The principle that people should be able to repair the products they own, with access to spare parts, tools and information.

     

    7. Digital sustainability

    Digital carbon footprint

    The emissions caused by digital activity, from data centres and networks to devices. The ITU estimates the ICT sector accounts for 1.5% to 4% of global greenhouse gas emissions (ITU). See our guide to reducing your digital carbon footprint.

    Green AI

    New. Using artificial intelligence in ways that limit its energy and environmental impact. The International Energy Agency expects data centre electricity use to more than double from around 415 TWh in 2024 to around 945 TWh by 2030, with AI the main driver (IEA).

    Sustainable web design

    Designing websites to use less energy and data while staying fast and accessible. See what is sustainable web design.

    Web Sustainability Guidelines

    New. Draft guidelines from a W3C community group, published in September 2023, setting out 93 guidelines and 232 success criteria for more sustainable websites and digital products (W3C).

    Green hosting

    Website hosting powered by renewable energy. You can check a site using the Green Web Foundation’s green web check.

    E-waste

    Discarded electrical and electronic equipment. The world generated a record 62 million tonnes in 2022, and only 22.3% was documented as properly collected and recycled (UNITAR).

     

    FAQs

    What are the key terms in sustainability? The most widely used include net zero, carbon footprint, Scope 1, 2 and 3 emissions, circular economy, ESG, biodiversity, greenwashing and the Sustainable Development Goals.

    What are good keywords for sustainability? Use specific, measurable terms such as “net zero by 2040”, “Scope 3 emissions” or “B Corp certified”, rather than vague words such as “eco-friendly” or “green”, which are now restricted in the EU.

    What new sustainability terms should businesses know in 2026? Greenhushing, nature positive, biodiversity net gain, double materiality, the digital product passport, green AI and the new UK and EU green claims rules.

    What is the difference between net zero and carbon neutral? Net zero means cutting emissions as far as possible and removing only what’s left. Carbon neutral often relies on offsetting, and offset-based neutral claims on products are banned in the EU from 27 September 2026.

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    Need help using the right language?

    Growfish is a sustainable marketing agency. We help purpose-driven organisations communicate their impact clearly, accurately and within the rules. If you’d like help getting your sustainability language right, we’d love to hear from you.

    Get in touch with Growfish

     

    Sources

    portrait of Marta Gintowt
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    Written by
    Pollyanna Durbin

    For more info about growing your business with a sustainable marketing strategy, get in touch with us at growfish.co

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