I read Sustainable Marketing by Michelle Carvill a while back. It seemed the right time to review it right after my podcast conversation with Helen Neal this month.
In our discussion, Helen talked about the importance of humility, the value of “progress over perfection,” and why it’s so critical to bring sustainability experts into the conversation early.
These ideas were still echoing in my mind as I reminded myself of this book, and Carvill’s insights feel like a natural extension of that conversation.
Let’s dive in!
Links in this episode:
Get the book here: https://amzn.eu/d/0zeHeEd
Are you unintentionally greenwashing?
Take Helen’s quiz!: https://hncomms-sustainability.scoreapp.com/
Full Transcript (edited)
This isn’t just a guide for marketers looking to “go green.” It’s a thoughtful, practical framework for how marketing can be a force for good—and how we can embed sustainability not just in our messaging, but in our mindset. What I appreciated most is that the book never pretends this work is easy—but it does show that it’s possible, and deeply necessary.
Here are five key takeaways I gained from the book:
- Sustainability Must Be Core to Business, Not a Side Project
Carvill emphasises that sustainability can’t be an add-on or a seasonal campaign. It has to be embedded in the business model, values, and day-to-day operations. As a marketer, that challenged me to think beyond messaging—to consider how our actions and supply chains align with what we say. - Greenwashing Is Risky—and Transparency Is Non-Negotiable
One of the most powerful points in the book is the danger of greenwashing. Carvill urges marketers to dig deeper and ensure the claims we make are backed by data, policies, and real commitments. In a world of skeptical and informed consumers, being authentic and transparent isn’t optional—it’s essential. - Purpose-Led Brands Perform Better
A surprising but compelling insight was how purpose-driven brands tend to outperform others in the long run. Carvill backs this up with case studies and research, showing that aligning with environmental and social values isn’t just good ethics—it’s good business. - We Must Redefine What ‘Success’ Looks Like in Marketing
Traditionally, marketing has been about driving sales and increasing brand awareness. But this book pushed me to consider new metrics of success—such as social impact, carbon reduction, community engagement, and long-term trust. It’s a broader and more meaningful way to measure our impact. - Marketers Have the Power—and Responsibility—to Influence Change
Perhaps the most empowering takeaway is that we, as marketers, are not just messengers—we’re influencers of culture and behaviour. Carvill reminds us that we have a responsibility to drive change from within our organizations and inspire sustainable choices among consumers.
In summary, Sustainable Marketing is a thought-provoking, practical, and timely book that left me feeling both challenged and motivated. Michelle Carvill speaks directly to marketers (including comms folk) who want to make a real difference—who understand that sustainability isn’t a trend, but the future of business. After reading it, I’m rethinking not just how I do things, but why I do them.