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What Is the Nature-Positive Economy? Lessons from GoNaturePositive!

What Is the Nature-Positive Economy? Lessons from GoNaturePositive!

by | Oct 21, 2026 | Green Business, Sustainable Marketing

What Is the Nature-Positive Economy? Lessons from GoNaturePositive!

Nature underpins every economy, from the food we eat to the materials we build with. Yet scientists warn that seven of the nine planetary boundaries that keep Earth stable have now been crossed (Stockholm Resilience Centre, September 2025). The nature-positive economy is a response: an economy that doesn’t just slow the damage, but helps nature recover.

For the past two years, Growfish has been part of GoNaturePositive!, an EU-funded project bringing together researchers, businesses, cities and NGOs to turn that idea into practice. Here’s what the nature-positive economy is, what the project has produced, what its six pilots are testing, and how any business can start becoming nature positive.

What is the nature-positive economy?

GoNaturePositive!’s concept note defines a nature-positive economy as one where “the net result of all economic activities combined leads to an absolute increase in nature”, reaching “the point of full recovery and prosperity for all of society” (GoNaturePositive! concept note).

It connects to the wider global goal of being nature positive: halting and reversing nature loss measured from a 2020 baseline, so that nature is visibly recovering by 2030 and fully restored by 2050 (Nature Positive Initiative).

The building blocks of a nature-positive economy

The concept note sets out three types of action every part of the economy can take:

  1. Reduce negative impacts on nature.
  2. Increase positive actions, such as nature-based solutions.
  3. Enact transformative change in how the economy works.

It also considers which actors are involved, from those with high impacts and dependencies on nature to those who shape the economy and those who hold it to account, alongside scale, sectors and social wellbeing, including equity, justice and inclusion (same source).

Shaped by 750 voices

The concept note was co-created. A draft shared between October and December 2024 received more than 750 responses from stakeholders in 50 countries, generating over 2,000 comments. Three themes stood out: trade-offs between nature-negative and nature-positive activities, accountability and safeguards, and bridging Indigenous and local knowledge (same source).

Read the concept note: Framing the Nature-Positive Economy · Key messages and executive summary · Slide deck

What is GoNaturePositive?

GoNaturePositive! is a collaborative initiative funded by the European Union (Grant Agreement No. 101135264). It brings together 20 partners across 14 countries to accelerate awareness and action towards a nature-positive economy among policymakers, investors, businesses and communities (GoNaturePositive!).

The partners

The consortium is coordinated by Trinity College Dublin and includes (GoNaturePositive!):

Type Partners
Universities and research institutes Trinity College Dublin (coordinator), University of Oxford, Aarhus University, Research Institute for Nature and Forest (INBO), Ecologic Institute, IKED
Global and city networks WWF, ICLEI Europe, ICLEI Colombia, World Benchmarking Alliance
Finance and sustainability Sustainable Finance Observatory, LGI Sustainable Innovation
Sector and industry bodies European Federation of Green Roofs and Walls (EFB), Asociace zelených střech a fasád (AZSF), ANCV Greenroofs, Etifor
Regional and community organisations Western Development Commission (WDC), Horizon Nua, Voedsel Anders
Communications Growfish & Felicidad

Growfish has helped turn complex research into stories that policymakers, businesses and communities can act on. Our work has included:

  • Communications strategy: developing the Phase 2 strategy, with key messages for businesses, local communities and academics, and a two-year content calendar.
  • Pilot storytelling: writing the web pages for all six pilot sectors, plus social content for the pilots in apiculture, forestry, agri-food and green buildings.
  • Publications: designing and collating the Blue Economy Sectoral Brief, and interviewing the Western Development Commission.
  • Social media: managing and growing the project’s LinkedIn and Instagram, including content for the IUCN World Conservation Congress, the World Biodiversity Forum, World Environment Day, World Ocean Day and Earth Day.
  • Events: helping run three annual general meetings in Ireland, Milan and the Czech Republic, with printed materials, presentation templates, workshops, photography and short-form video.
  • Engagement: copy for a public consultation webinar and the Nature-Positive Pioneer Programme.

The six GoNaturePositive! pilots

The project is testing the nature-positive economy in practice through six sector pilots (GoNaturePositive! pilots):

Pilot Where What it’s doing
Agri-food Flanders, Belgium, with partners in Southeast Asia, Africa and South America Supporting conventional agribusinesses to shift towards agroecology and building the capacity of agroecological enterprises
Apiculture Aburrá Valley, Colombia Scaling the Aburrá Valley Apiculture Programme and improving livelihoods through biodiversity-friendly production
Blue economy West of Ireland Integrating nature-positive principles into regional policy and advancing natural capital accounting
Forestry [Add location; the pilot is in Italy] Increasing knowledge and uptake of nature-positive carbon insetting through training, frameworks and labels
Green buildings European green building sector Showcasing nature-positive indicators across building value chains and the evidence for socio-economic benefits
Tourism Sustainable tourism destinations Increasing the number of tourism businesses generating positive outcomes for nature

Each pilot has co-created a roadmap to a nature-positive economy in its sector. Read the combined pilot roadmaps, or the individual roadmaps for green buildings, blue economy, food systems, forestry, tourism and apiculture.

Other GoNaturePositive! resources

All are free on the GoNaturePositive! resources page.

How can businesses become nature positive?

Using the concept note’s three types of action, here are practical steps any business can take:

  1. Understand your impacts and dependencies. Map where your business affects nature and where it relies on it, from raw materials to water and land. The TNFD’s recommendations, published in September 2023, give a widely used framework for this (TNFD).
  2. Reduce negative impacts first. Cut pollution, waste, land use and harmful sourcing in your operations and supply chain.
  3. Invest in positive actions. Support or adopt nature-based solutions, such as green roofs, habitat restoration or regenerative sourcing. The green buildings and agri-food pilots show what this looks like in practice.
  4. Work with nature-based enterprises. Partner with businesses whose products and services restore nature. GoNaturePositive! is evolving the Connecting Nature Enterprise Platform to help connect them.
  5. Measure and report honestly. Track progress with clear indicators and avoid vague claims. From 27 September 2026, EU rules ban generic environmental claims that can’t be backed by recognised excellent environmental performance (COSLAW).
  6. Push for transformative change. Use your voice with suppliers, industry bodies and policymakers to change the rules that make nature loss profitable.
  7. Bring people with you. Communicate what you’re doing clearly to staff, customers and communities. Change spreads through stories people can understand and act on.

Start with your own digital footprint too: our guide to reducing your digital carbon footprint covers simple steps, from green hosting to extending device lifespans.

FAQs

What is the nature-positive economy? An economy where the combined result of all economic activity leads to an absolute increase in nature, reaching full recovery and prosperity for all of society.

What does nature positive mean? Halting and reversing nature loss, measured from a 2020 baseline, so that nature is recovering by 2030 and fully restored by 2050.

What is GoNaturePositive!? An EU-funded project of 20 partners across 14 countries working to accelerate the transition to a nature-positive economy, through research, policy work and six sector pilots.

How can a business become nature positive? Understand its impacts and dependencies on nature, reduce harm first, invest in positive actions such as nature-based solutions, measure and report honestly, and push for wider change.

What is the difference between nature positive and net zero? Net zero focuses on greenhouse gas emissions. Nature positive focuses on the health of ecosystems and biodiversity. Both are needed, and they often support each other.

Communicating the nature-positive economy

Growfish is a Bristol-based sustainable marketing studio and Communications Lead for GoNaturePositive!. We help purpose-driven organisations explain complex nature and climate work in ways people act on. If you’re working on nature-positive projects and want to tell your story clearly and credibly, we’d love to hear from you.

Get in touch with Growfish · See our GoNaturePositive! work

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Sources

GoNaturePositive! is funded by the European Union. Views and opinions expressed are those of the author only.

portrait of Marta Gintowt

Written by
Pollyanna Durbin

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For more information about growing your sustainable business with a sustainable marketing strategy, get in touch with a member of the team at growfish.co. We’d love to hear form you!

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Best Sustainable Marketing Agencies in 2026 (UK & Europe)

Best Sustainable Marketing Agencies in 2026 (UK & Europe)

by | Oct 20, 2026 | Green Business, Sustainability Society, Sustainable Marketing

Best Sustainable Marketing Agencies in 2026 (UK & Europe)

Choosing a sustainable marketing agency matters more in 2026 than ever. Customers want brands they can trust, and regulators in the UK and EU now have real powers to penalise vague green claims. The right agency helps you grow and keeps your claims honest.

Below are 8 sustainable marketing agencies across the UK and Europe, what each one specialises in, and how to choose the right one for you.

What is a sustainable marketing agency?

A sustainable marketing agency helps organisations grow in a way that is honest about environmental and social impact. It typically works with purpose-driven clients, backs every claim with evidence, avoids greenwashing, and considers the footprint of its own work, from website energy use to the clients it chooses to take on. Read more in our guide to what a sustainable marketing agency is.

Why work with a sustainable marketing agency in 2026?

  • Customers say they 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, with some willing to pay an average of 9.7% more (PwC, May 2024). PwC notes this may not always translate into actual spending, which is exactly why clear, credible communication matters.
  • Vague green claims now carry real penalties in the UK. Since 6 April 2025, the Competition and Markets Authority can enforce consumer law directly and fine businesses up to 10% of global turnover, including for misleading environmental claims (Fieldfisher).
  • New EU 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).

A specialist agency helps you make the most of the opportunity while staying on the right side of these rules.

How we chose these agencies

We included agencies that focus on sustainable, ethical or climate-positive work, describe that focus clearly on their own website, and show evidence of it, such as certifications, memberships, published policies or named clients in the sector. All details were checked on each agency’s own site in October 2026.

The best sustainable marketing agencies in 2026

Agency Based Best for
Akepa (The Sustainable Agency) Barcelona, Spain (remote-first) Growth marketing, paid search and ethical AI for sustainable brands and nonprofits
Wholegrain Digital London, UK Low-carbon websites and digital sustainability
Futerra London, New York and Mexico City Large organisations wanting sustainability strategy, storytelling and training
4Change Marketing London, UK Start-ups and SMEs wanting full-service conscious marketing
Growroom Shrewsbury, UK SEO, paid search and paid social for progressive brands and charities
Creative Wilderness Manchester, UK Small ethical businesses wanting nature-inspired branding
MTC | The Content Agency Remote Thought leadership and B2B content for climate tech
Growfish UK & Europe Sustainability comunications, content and branding for SMEs, nature-positive organisations and conservation charities.

Agency details are taken from each agency’s own website, checked on 20 October 2026.

How to choose a sustainable marketing agency

Use this checklist on any agency you’re considering, including us:

  1. Check their credentials. Look for verifiable certifications such as B Corp, and memberships such as 1% for the Planet or Clean Creatives. Confirm them in the organisation’s own directory.
  2. Ask who they won’t work with. A clear exclusion policy, for example declining fossil fuel clients, shows the values are real.
  3. Look for sector experience. Named clients and case studies in your field matter more than general marketing awards.
  4. Test their approach to claims. Ask how they would evidence an environmental claim. They should know the UK and EU rules described above.
  5. Ask about their own footprint. From website hosting to travel, a sustainable agency should be able to tell you how it reduces its own impact.
  6. Match the specialism to your need. Some agencies in the table focus on video, some on content, some on PPC. Choose for the job you need doing.

Looking for a sustainable marketing agency?

Growfish is a sustainable marketing studio working exclusively with purpose-driven organisations. If you’re looking for help with your brand, website or content, we’d love to hear from you

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FAQs

What does a sustainable marketing agency do? It helps purpose-driven organisations grow through branding, websites, content and campaigns, while making sure every environmental or social claim is honest and evidenced.

Are sustainable marketing agencies more expensive? Not necessarily. Pricing depends on the agency’s size and services. Some list minimum retainers on their sites, so ask for a clear quote early.

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.

Can a sustainable agency help me avoid greenwashing? Yes. A good one will check your claims against the evidence and current rules before anything is published. See our guide to how to avoid greenwashing.

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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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Sustainable Tourism in Bali: The Challenges and What Marketers Can Learn

Sustainable Tourism in Bali: The Challenges and What Marketers Can Learn

by | Oct 19, 2026 | Sustainability Society, Sustainable Marketing, Sustainable Tourism

Sustainable Tourism in Bali: The Challenges and What Marketers Can Learn

Bali is one of the world’s best-loved islands, and it is working hard to stay that way. Tourism brings jobs, investment and global attention, and Bali is putting that money and attention to work: a tourist levy that funds the protection of culture and nature, some of the boldest plastic rules in the region, and a strong network of local businesses and campaigners leading the way.

Here’s how tourism shapes Bali, what the island is doing to make it sustainable, and what hospitality brands everywhere can learn.

What are the positive impacts of tourism in Bali?

Economic benefits

Tourism is one of the pillars of Bali’s economy. The island welcomed 6,333,360 international visitors in 2024, up 20.10% on 2023 and slightly above its pre-pandemic 2019 level, according to Bali’s Central Bureau of Statistics (Bali Hotels Association). Members of the Bali Hotels Association alone represent more than 25,860 hotel rooms and almost 31,000 tourism-sector employees (same source).

Positive environmental impacts

Tourism also funds environmental protection directly. Since 14 February 2024, international visitors have paid a one-off levy of IDR 150,000, about USD 10 (Philippine Embassy in Jakarta). The money is used to conserve, preserve and revitalise Bali’s nature and culture, and to improve services for visitors (Love Bali). Visitor demand for responsible travel also rewards businesses that invest in sustainability, from organic farming to waste management, as you’ll see in the examples below.

Cultural benefits

International interest helps protect Bali’s living heritage. In 2012, UNESCO inscribed the Cultural Landscape of Bali Province on its World Heritage List. It recognises the subak, a cooperative system of canals, weirs and water temples dating back to the 9th century, and the Tri Hita Karana philosophy behind it, which brings together the spiritual realm, the human world and nature (UNESCO). Tri Hita Karana is, in many ways, a centuries-old sustainability framework, and it gives Bali a story about balance that few destinations can match.

What are the negative impacts of tourism in Bali?

Like every popular destination, Bali faces pressure from visitor numbers: on waste, water, land, roads and the authenticity of cultural life. The island’s leaders are tackling these head on, which is why the levy explicitly exists to protect Balinese culture and the natural environment.

Plastic waste has been a particular focus. In 2019, Bali banned single-use plastics including bags, straws and Styrofoam (World Economic Forum). On 2 April 2025, Governor I Wayan Koster went further with Circular Letter No. 9 of 2025, which bans the production of single-use plastic bottled water under one litre and applies to businesses including hotels, restaurants and cafes (SSEK).

Sustainable tourism initiatives in Bali

Love Bali: the tourist levy – Run by the Bali Provincial Government, Love Bali lets visitors pay the levy online before they travel. It turns every international arrival into a direct contribution to the island’s nature and culture (Love Bali).

Bye Bye Plastic Bags – Sisters Melati and Isabel Wijsen founded Bye Bye Plastic Bags in 2013, when they were 12 and 10, campaigning against plastic bags in Bali (World Economic Forum). It is a powerful example of young local changemakers shaping their island’s future.

Sungai Watch – Sungai Watch installs trash barriers in Bali’s rivers to stop plastic reaching the ocean. Its first barrier went in in October 2020. By early 2023 it had placed 180 barriers and collected more than 982,000 kilograms of plastic, sorting and analysing what it finds to push for better solutions (Plastic Soup Foundation).

Munduk Moding Plantation – In the hills of North Bali, Munduk Moding Plantation offers guests a sustainability tour covering organic farming, waste management, renewable energy and community engagement. The resort also runs free English and Balinese dance classes for local children (Munduk Moding Plantation).

The industry bodies leading change

  • The Bali Tourism Board, the island’s tourism industry body, which describes its role as driving quality, sustainable tourism.
  • Bali Hotels Association, representing star-rated hotels and resorts, which has run initiatives including a Sustainable Food Festival.

What marketers can learn from Bali

At Growfish, we work on sustainability communications for purpose-driven organisations, and Bali offers some of the clearest lessons we know.

  1. Lead with your values, not your amenities. Tri Hita Karana gives Bali a story about harmony that runs deeper than beaches. Brands with a genuine purpose should tell it.
  2. Make visitors part of the solution. The Love Bali levy turns tourists into contributors. Give your customers a clear, tangible role in your impact.
  3. Back bold claims with bold action. Bali’s plastic rules are credible because they’re enforceable and specific. Specific action is far more persuasive than vague promises.
  4. Champion the grassroots. Bye Bye Plastic Bags and Sungai Watch carry more authority than any advert. Partnering with genuine local changemakers builds trust.
  5. Be honest about the challenges. Acknowledging pressure from mass tourism, while showing what you’re doing about it, makes the positive story more believable.

What hospitality businesses can learn from Bali

For hotels, resorts and tour operators, in Bali or anywhere else, the island points to a few clear priorities:

  • Get ahead of regulation. Bali’s 2025 rules on plastic bottled water apply directly to hotels, restaurants and cafes. Switching early to refill stations and reusables turns compliance into a guest-facing story.
  • Show guests the impact. Tours like Munduk Moding’s let visitors see sustainability in action, which is far more memorable than a sign about reusing towels.
  • Invest in the community. Free classes for local children, local hiring and local sourcing are the details guests remember and share.
  • Keep claims specific. From 27 September 2026, EU rules ban generic environmental claims that can’t be backed by recognised excellent environmental performance, which matters for anyone marketing to European travellers. Our guide to sustainable vs traditional marketing explains more.

If you run a hotel or travel business and want your sustainability story to reach the right guests, get in touch.

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FAQs

What are the positive environmental impacts of tourism in Bali?

Tourism funds conservation directly through the Love Bali levy, and visitor demand rewards businesses that invest in organic farming, waste management and renewable energy.

What are the negative impacts of tourism in Bali?

Pressure on waste, water, land, roads and cultural life. Bali is responding with its tourist levy, its 2019 ban on single-use plastics and its 2025 rules on plastic bottled water.

How much is the Bali tourist tax?

IDR 150,000 per international visitor, about USD 10, paid once. It has applied since 14 February 2024 and can be paid in advance through Love Bali.

Is Bali a sustainable destination?

It is working hard to become one. Its levy, plastic rules, UNESCO-recognised subak landscape and active local campaigners make it one of the most interesting sustainable tourism stories in Asia.

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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10 Sustainable Marketing Examples & Campaigns (2026 Guide)

10 Sustainable Marketing Examples & Campaigns (2026 Guide)

by | Sep 16, 2026 | Green Business, Sustainable Marketing

10 Sustainable Marketing Examples & Campaigns (2026 Guide)

The best sustainable marketing doesn’t just say a brand is green. It shows what the brand is actually doing, invites people to take part, and backs every claim with evidence. Here are 10 real examples of sustainable marketing campaigns, what made each one work, one that went wrong, and how to apply the lessons in 2026.

What is sustainable marketing?

Sustainable marketing promotes products, services and ideas in a way that creates lasting value for the business, people and the planet. It is honest about impact, backs claims with evidence, and often encourages people to buy less, buy better or change everyday habits. For a deeper comparison, see our guide to sustainable vs traditional marketing.

Why sustainable marketing matters in 2026

  • Customers say they want it. 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).
  • Vague claims now carry real risk. Since 6 April 2025, the UK’s Competition and Markets Authority can fine businesses up to 10% of global turnover for breaking consumer law, including through misleading environmental claims (Fieldfisher). From 27 September 2026, EU rules also ban generic claims such as “eco-friendly” unless they can be backed by recognised excellent environmental performance (COSLAW).

That’s why the examples below share one thing: something real behind the message.

10 examples of sustainable marketing campaigns

1. Patagonia: “Don’t Buy This Jacket”

On Black Friday, 25 November 2011, Patagonia ran a full-page ad in The New York Times headlined “Don’t Buy This Jacket”. It explained that each garment “emits several times its weight in greenhouse gases” and generates waste, and asked readers to think before they bought (Patagonia).

Why it worked: it turned the biggest shopping day of the year into a conversation about consumption, and it was believable because it matched Patagonia’s long-standing repair and reuse message.

2. Patagonia: “Earth is now our only shareholder”

On 14 September 2022, founder Yvon Chouinard announced that Patagonia’s ownership had been transferred to the Patagonia Purpose Trust and the Holdfast Collective, a nonprofit. Profits not reinvested in the business are now paid out each year to fight the environmental crisis (Patagonia).

Why it worked: the message was the structure itself. A single, memorable line summed up a change that couldn’t be dismissed as greenwashing.

3. IKEA: “Fortune Favours the Frugal”

Launched in the UK and Ireland on 1 January 2021 with the agency Mother, this campaign recast frugality as something good for people and the planet, encouraging moderation over excess (Creative Moment).

Why it worked: it linked sustainability to saving money, a benefit everyone understands, rather than asking people to sacrifice.

4. IKEA: Buy Back and Resell

IKEA UK buys back assembled IKEA furniture in exchange for a refund card. Items in good condition are resold in stores’ Re-shop and Re-use sections, and IKEA Family members get 15% more on the offer (IKEA UK).

Why it worked: it made the circular choice easy and rewarding, and it brings customers back into stores.

5. adidas x Parley for the Oceans

Announced on Earth Day 2015, the partnership made shoes and clothing using Parley Ocean Plastic, upcycled from marine plastic waste. According to Parley, adidas made around 1 million pairs of shoes with it in 2017, 5 million in 2018 and 11 million in 2019 (Parley).

Why it worked: it turned an environmental problem into a desirable product, and the rising production figures showed it was more than a one-off.

6. Carlsberg: Snap Pack

In 2019, Carlsberg replaced plastic rings on its multipacks with Snap Pack, which glues cans together. Carlsberg says it cuts plastic use on multipacks by up to 76% (Carlsberg Group).

Why it worked: the change was visible every time someone picked up a pack, so the product did the marketing.

7. Who Gives a Crap: humour with a purpose

This Melbourne-born toilet paper brand uses cheeky humour to sell recycled and bamboo toilet paper. It invests 50% of its profits in clean water, sanitation and sustainability, with partners including WaterAid Australia, and says it has raised £11,191,773 to date (Who Gives a Crap).

Why it worked: humour made a dull product memorable, and a specific, published figure made the impact credible.

8. Fairphone: designed to be repaired

Amsterdam-based Fairphone makes long-lasting phones, sells spare parts and repair tutorials, runs a take-back programme, and sources conflict-free tin and tungsten through a transparent supply chain (European Circular Economy Stakeholder Platform).

Why it worked: it competes on values most phone brands can’t claim, and the repairability is something customers can test for themselves.

9. Wonderful Copenhagen: CopenPay

Copenhagen’s tourism organisation rewards visitors with free experiences for green actions such as cycling or collecting litter. Participation grew from 5,000 people in the 2024 pilot to 25,000 in 2025, and 7 in 10 participants said they left motivated to change everyday habits (Wonderful Copenhagen). TIME named it one of its Best Inventions of 2025, and it became permanent and year-round in June 2026 (Wonderful Copenhagen).

Why it worked: it rewards good behaviour instead of shaming bad behaviour, and it publishes measured results. Read more in our guide to sustainability in Copenhagen.

10. Bye Bye Plastic Bags

Sisters Melati and Isabel Wijsen started Bye Bye Plastic Bags in Bali in 2013, when they were 12 and 10. In 2019, Bali banned single-use plastics including bags, straws and Styrofoam (World Economic Forum).

Why it worked: a clear, simple ask and authentic messengers showed how campaigning can shift both behaviour and policy.

A cautionary example: Oatly

In 2022, the UK Advertising Standards Authority investigated Oatly ads after 109 complaints and found that the brand had failed to substantiate four of the five environmental claims challenged. One example: a claim of “73% less CO2e” than cow’s milk was read as applying to all Oatly products, when the evidence covered only its Barista Edition oat drink (RPC).

The lesson: a good cause doesn’t excuse a loose claim. Make sure every figure applies exactly to what the reader will think it means. Our guide to avoiding greenwashing covers this in more detail.

Sustainable marketing strategies these examples use

Strategy Examples
Encourage buying less or buying better Patagonia’s “Don’t Buy This Jacket”, IKEA’s “Fortune Favours the Frugal”
Make the circular choice easy IKEA Buy Back, Fairphone
Partner with an environmental cause adidas x Parley, Who Gives a Crap
Let the product change be the message Carlsberg Snap Pack
Reward positive behaviour CopenPay
Prove commitment through structure Patagonia’s ownership change
Back every claim with specific evidence Who Gives a Crap, CopenPay (and the Oatly warning)

Key takeaways

  1. Lead with action, not adjectives. Each example points to something concrete the brand did.
  2. Publish the numbers. Specific, sourced figures, like Who Gives a Crap’s donations or CopenPay’s results, build trust.
  3. Make people part of it. The strongest campaigns give customers a role, from selling back furniture to cycling for a free lunch.
  4. Keep claims precise. As Oatly shows, a claim that is broader than its evidence can undo the good work.
  5. Be consistent over time. Patagonia’s campaigns land because they match decades of behaviour.

Want to build a sustainable marketing campaign?

Growfish is a sustainable marketing studio working exclusively with purpose-driven organisations. If you’d like help turning real sustainability work into a campaign people trust, we’d love to hear from you.

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FAQs

What is an example of sustainable marketing? Patagonia’s 2011 “Don’t Buy This Jacket” ad is one of the best-known, asking customers to think before they buy.

What is the difference between green marketing and sustainable marketing? Green marketing promotes a product’s environmental benefits. Sustainable marketing covers environmental, social and economic impact across the whole business.

How do you avoid greenwashing in sustainable marketing? Make specific claims, back them with evidence that matches exactly what you’re claiming, and avoid vague words such as “eco-friendly”. See our list of key sustainability terms.

Sources

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Written by
Pollyanna Durbin

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For more information about growing your sustainable business with a sustainable marketing strategy, get in touch with a member of the team at growfish.co. We’d love to hear form you!

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Sustainability in Copenhagen: Why It’s a Green City (2026)

Sustainability in Copenhagen: Why It’s a Green City (2026)

by | Aug 9, 2026 | Sustainability Society, Sustainable Marketing, Sustainable Tourism

Sustainability in Copenhagen: Why It’s a Green City (2026)

Copenhagen is a sustainable city because it makes the green choice the easy choice. Cycling is quicker than driving for many journeys, almost every home is warmed by a shared district heating network, waste becomes energy, and even visitors are rewarded for travelling responsibly.

For anyone working in sustainability, marketing or hospitality, Copenhagen is more than a pleasant city break. It shows how good design, consistent policy and clear communication can change everyday behaviour at scale. Here’s what makes it work, and what the rest of us can learn from it.

Why is Copenhagen a sustainable city?

Copenhagen’s sustainability rests on four things working together:

  • Transport built around bikes. Cycling is the obvious way to get around, not a lifestyle statement.
  • Shared, low-carbon heating. District heating covers 98% of the city’s heating demand (HOFOR).
  • Waste treated as a resource. The CopenHill plant turns waste into energy and doubles as a public ski slope.
  • A whole-city approach to tourism. Wonderful Copenhagen, the city’s tourism organisation, rewards visitors for green actions through CopenPay.

What ties them together is that none of them relies on people being heroic. The infrastructure does the work, and the sustainable option is usually the most convenient one.

How is Copenhagen sustainable? The key initiatives

A city built for cycling

According to VisitCopenhagen, 49% of trips to work or school in the city are made by bike, up from 35% ten years earlier, and 97% of Copenhageners are satisfied with cycling conditions (VisitCopenhagen). Dedicated bridges, wide cycle tracks and bike signals that give riders a head start at junctions make cycling feel safe and fast.

The lesson is in the bridges. When the Bryggebroen cycle and pedestrian bridge opened in 2006, experts expected about 3,300 crossings a day. Within months, more than 9,000 people were using it, a third of them former car drivers (same source). Build the route and people use it.

Green heating for almost every home

Copenhagen’s district heating network, run by the utility HOFOR, covers 98% of the city’s heating demand. HOFOR has converted the Amagerværket power station from fossil fuels to biomass and replaced the last steam-based section of the network with more efficient water-based heating (HOFOR).

Shared heat networks like this are far easier to decarbonise than millions of individual boilers, which is a big part of why the city’s emissions have fallen so far.

CopenHill: waste-to-energy with a ski slope

CopenHill, also known as Amager Bakke, is a waste-to-energy plant designed by Bjarke Ingels Group that opened in 2019. It converts around 440,000 tonnes of waste into energy each year, and its roof carries a ski slope of about 400 metres, along with hiking trails and a climbing wall (Dezeen).

It is a brilliant piece of communication as much as engineering. A power plant that people choose to visit for fun makes the city’s energy system visible and something to be proud of.

CopenPay: rewarding tourists for green choices

CopenPay, created by Wonderful Copenhagen, rewards visitors for actions such as cycling, picking up litter, arriving by train or joining biodiversity workshops. In return they get free experiences, meals and discounts.

The results are impressive. Participation grew from 5,000 people in the 2024 pilot to 25,000 in 2025, partners grew from 26 to 100, and 7 in 10 participants said they left motivated to change everyday habits such as cycling more and sorting waste. Bike rentals rose 59% on the same period the year before, and 98% of users were satisfied or very satisfied (Wonderful Copenhagen).

TIME named CopenPay one of its Best Inventions of 2025. In June 2026, Wonderful Copenhagen announced it would relaunch on 22 June as a permanent, year-round scheme, and it now offers the model free to other destinations as DestinationPay (Wonderful Copenhagen).

A city designed for living well

Sustainability in Copenhagen is not only about energy and emissions. The city encourages visitors to swim in the harbour at spots such as Islands Brygge Harbour Bath, eat at organic and plant-based restaurants, and visit urban farms such as the rooftop restaurant Gro Spiseri. VisitCopenhagen has also worked with the City of Copenhagen on simple guidance for visitors on helping to look after the city (VisitCopenhagen).

Is Copenhagen carbon neutral?

Not yet, but its progress is still remarkable. Copenhagen set out to become the world’s first carbon-neutral capital by 2025. In August 2022 the city said that goal was no longer realistic, because the CopenHill operator ARC could not secure the funding it needed to build full-scale carbon capture at the plant. By then the city had already cut its CO2 emissions by 80%, beating its own target, and it now aims to make a positive contribution to the climate by 2035 at the latest (The Copenhagen Post).

That honesty is part of what makes Copenhagen credible. It set a bold target, reported openly when one part of the plan stalled, and kept going.

The organisations driving Copenhagen’s green transition

Copenhagen’s success is not just the work of the city council. A wider network of organisations shares Danish expertise with the world:

  • Wonderful Copenhagen, the city’s official tourism organisation, behind CopenPay and DestinationPay.
  • State of Green, a not-for-profit public-private partnership between the Danish government and Danish Industry, Green Power Denmark and the Danish Agriculture and Food Council. It connects more than 600 Danish organisations with international partners working on the green transition.
  • CONCITO, Denmark’s independent green think tank, which turns research and data into practical climate action across energy, food, cities and the economy.
  • HOFOR, the city’s utility, running the district heating network.

What marketers can learn from Copenhagen

At Growfish, we work on sustainability communications every day, and Copenhagen is one of the examples we return to most. Here’s why.

  1. Make the sustainable choice the easy one. Copenhagen doesn’t lecture people into cycling. It makes cycling faster and safer. Good sustainable marketing removes friction rather than adding guilt.
  2. Reward, don’t shame. CopenPay offers a free lunch for picking up litter. Positive incentives create goodwill and stories people want to share.
  3. Make the invisible visible. A ski slope on a power plant turns energy infrastructure into a talking point. Find the tangible, surprising side of your sustainability work.
  4. Be honest about setbacks. Copenhagen’s openness about its 2025 target makes its other claims more believable. Admitting what’s still in progress builds trust.
  5. Back every claim with evidence. Every result Wonderful Copenhagen publishes about CopenPay comes with a number. Specific, measurable claims are more persuasive and, under new UK and EU rules, far safer than vague green language.

What hospitality businesses can learn from Copenhagen

Copenhagen shows that sustainability and a great guest experience go together. According to Wonderful Copenhagen, a majority of the hotel rooms around the city are eco-certified (Wonderful Copenhagen). For hotels, tour operators and venues anywhere, a few lessons stand out:

  • Get independently certified, and explain in plain language what the certification means for guests.
  • Reward guests for green choices, as CopenPay does, rather than only asking them to reuse towels. DestinationPay now makes this model available to other destinations free of charge.
  • Tell specific stories. Local suppliers, real energy savings and named initiatives are far more convincing than “eco-friendly”.
  • Check your claims. From 27 September 2026, EU rules ban generic environmental claims that can’t be backed by recognised excellent environmental performance, which affects how hospitality brands can describe themselves. Our guide to sustainable vs traditional marketing explains the new rules.

We help travel and hospitality brands communicate sustainability with confidence. We’ve spoken to Select Green Hotels about what makes green hospitality work. If you run a hotel, venue or travel business and want your sustainability story to reach the right guests, explore our travel and hospitality copywriting and services, or get in touch.

FAQs

Why is Copenhagen considered a green city? Because sustainable choices are built into everyday life: around half of trips to work or school are by bike, district heating covers 98% of heating demand, waste is turned into energy, and visitors are rewarded for green actions.

Is Copenhagen carbon neutral? Not yet. The city dropped its 2025 carbon-neutral goal in 2022 after funding for carbon capture fell through, but it had already cut CO2 emissions by 80% and is working towards a new 2035 aim.

What is CopenPay? A scheme run by Wonderful Copenhagen that rewards tourists with free experiences and discounts for actions such as cycling, collecting litter or arriving by train. It became a permanent, year-round scheme in June 2026.

What can other cities learn from Copenhagen? That infrastructure and incentives change behaviour more reliably than messaging alone, and that honest, evidence-based communication builds lasting trust.

Sources

For more information about growing your business, get in touch with a member of the team at growfish.co. We’d love to hear from you.

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Sustainability in Ibiza: Farms, Eco Hotels & Initiatives

Sustainability in Ibiza: Farms, Eco Hotels & Initiatives

by | Jul 1, 2026 | Sustainable Marketing

Sustainability in Ibiza: Farms, Eco Hotels & Initiatives

Ibiza is far more than its famous nightlife. Behind the beach clubs is an island of farms, pine forests and some of the healthiest seagrass meadows in the Mediterranean, and a growing community of farmers, conservationists and hoteliers working to protect them.

Here’s what sustainability looks like in Ibiza in 2026: the challenges the island faces, the farms and initiatives leading change, the eco hotels and agroturismos with genuine sustainability policies, and what marketers and hospitality businesses can learn.

Is Ibiza sustainable?

Ibiza is working hard to balance a hugely popular tourism economy with the protection of its land, water and sea. Ibiza and Formentera together welcomed around 3.7 million tourists in 2025, 2.8 million of them from abroad, up 1.2% on 2024, according to the Balearic Institute of Statistics (IBESTAT) (Forbes España, April 2026).

That brings pressure on water, waste, housing and nature. But the island also has real strengths: protected marine heritage, a revival of local farming, and businesses that publish clear, measurable sustainability commitments.

What are the environmental challenges in Ibiza?

Pressure on the sea

Ibiza’s Posidonia oceanica seagrass meadows are part of the UNESCO World Heritage site Ibiza, Biodiversity and Culture, inscribed in 1999. Posidonia shields the coast from storms, supports a wide range of marine life and acts as a nursery for fish (Smithsonian Ocean). But IbizaPreservation’s research at Talamanca and Cala Vadella found degradation from anchoring, discharges and rising sea temperatures, with some areas more than 50% damaged (Ibiza Spotlight, May 2026).

Waste and plastic

A seasonal surge in visitors means a seasonal surge in waste. Marine plastic and the circular economy are among IbizaPreservation’s priority programmes (same source).

Water and energy

Rising visitor numbers increase demand on water and energy across the island, which is why the Balearic tourist tax now funds water infrastructure and energy efficiency (see below).

Loss of traditional farming

As land and labour shift towards tourism, traditional farming has come under pressure, which is why projects to reconnect younger generations with farming matter so much.

How is Ibiza tackling these challenges?

The Balearic sustainable tourism tax

Visitors staying in tourist accommodation across the Balearic Islands pay a sustainable tourism tax of between €1 and €4 per night depending on the type of accommodation, with children under 16 exempt and reduced rates in low season. The money is spent on five areas: sustainability (including the circular economy and energy efficiency), water infrastructure, improving destinations, training, and spreading tourism across the year (La Voz de Lanzarote, March 2024).

Protected marine heritage

The UNESCO listing protects Ibiza’s Posidonia meadows alongside important cultural sites, giving the island one of the strongest marine conservation stories in the Mediterranean (Smithsonian Ocean).

Sustainability initiatives in Ibiza

Juntos Farm

Juntos is a 20-hectare regenerative farm in Santa Gertrudis that began as a family farm and now brings together the farm, a restaurant (Juntos House) and a deli as “one living system” moving food from land to table. It runs weekly volunteering, family harvests and farm tours, and works with a growing network of farmers across the Balearic Islands (Juntos Ibiza).

Why it matters: Juntos shows how regenerative farming, hospitality and community can work together, and it gives visitors a direct way to experience Ibiza’s food and farming.

IbizaPreservation

Founded in 2008, IbizaPreservation is the leading environmental foundation for Ibiza and Formentera. In 2025 it directed over €700,000 to environmental programmes, 82% of its total budget, across around 20 active projects. These include Posidonia and shark research, wall lizard conservation, the Sembra Futur Forum to engage young people in farming, the Tejiendo Futuro marine plastic project, and Gastronomic Activists, which trains chefs and hospitality staff to cut food waste (Ibiza Spotlight, May 2026).

Ecofeixes

Founded in 2013, Ecofeixes is Ibiza’s cooperative of organic producers, bringing together 14 farms across the island. It sells local olive oil, wines, spices and herbal infusions directly from Blanca Dona (Ecofeixes).

Casita Verde

Founded by Chris Dews in 1993, Casita Verde is an ecology and education centre in the green heart of Ibiza, practising permaculture, alternative energy and the reuse of waste materials. It offers volunteering, tours and workshops (Casita Verde).

Eco hotels and agroturismos in Ibiza with a strong sustainability policy

These hotels publish specific, checkable sustainability information on their own websites.

Six Senses Ibiza

Six Senses Ibiza describes itself as the first BREEAM-certified resort in the Balearics and holds ISO 14001 environmental management certification. It allocates 0.5% of total revenue to local initiatives, supporting eight local NGOs in 2024–2025, and reports that 100% of its electricity in 2025 came from its own solar panels or guaranteed-origin renewable sources. Its Earth Lab and the Learning Center at Can Tanca farm are open to guests (Six Senses Ibiza).

Atzaró Agroturismo

Set on a generations-old orange farm with 3,000 trees, Atzaró grows produce for its restaurants in a 3-hectare organic vegetable garden cultivated without chemical pesticides. It runs on 200 solar panels, draws fresh water from an ancient on-site well, and composts organic waste back into the garden soil (Atzaró).

Cas Gasi Agroturismo

Cas Gasi has farmed organically since 1995. It turns surplus crops into olive oil, jams and preserves, recycles wastewater through its own treatment plant to irrigate the gardens, and uses solar panels to heat its water and pool (Cas Gasi).

Tip for travellers: look for hotels that publish specific figures and named certifications, rather than general statements about being “eco-friendly”.

What marketers can learn from Ibiza

At Growfish, we work on sustainability communications for purpose-driven organisations, and Ibiza is a powerful example of reputation change in progress.

  1. Tell the other story. Ibiza’s farms, seagrass and food culture are as distinctive as its clubs. Lead with what makes a place or brand genuinely different.
  2. Publish specific numbers. Six Senses’ 0.5% of revenue and IbizaPreservation’s €700,000 for conservation are far more convincing than general promises.
  3. Make people part of it. Juntos’ volunteering and harvests turn visitors into participants.
  4. Partner locally. Hotels that fund local NGOs and buy from local farms build credibility no campaign can buy.
  5. Be honest about the pressures. Acknowledging the impact of tourism, while showing what you’re doing about it, makes the positive story believable.

What hospitality businesses can learn from Ibiza

  • Publish a real sustainability page with figures, certifications and named partners, as the hotels above do.
  • Grow or buy local. Organic gardens and farm partnerships give guests a story and cut food miles.
  • Fund the place you depend on. A share of revenue for local conservation shows guests their stay helps protect the island.
  • Keep claims specific. From 27 September 2026, EU rules ban generic environmental claims, such as “eco-friendly”, that can’t be backed by recognised excellent environmental performance (COSLAW). Every Ibiza hotel marketing to European travellers needs to check its wording.

We help travel and hospitality brands communicate sustainability with confidence. If you run a hotel, agroturismo or travel business and want your sustainability story to reach the right guests, explore our travel and hospitality copywriting, or read our guides to sustainable marketing in Spain and sustainable tourism in Bali.

 

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