Sustainability in Christmas marketing: how brands can encourage ethical festive shopping

• 29 November 2024

Christmas — it’s a magical time of year for many, and there are a few key ingredients that make the big day successful. Firstly, you’ve got to have the right people (perhaps not including your opinionated uncle who brings politics into everything). Then you’ve got to have a delicious menu (hopefully not featuring your cousin’s “experimental” brussel sprouts). And finally, while it’s certainly not the most important thing, Christmas gifts (that aren’t suspiciously rewrapped from last year’s stash).

We’re often told that it’s the thought that counts, but it’s becoming more important than ever to think about what we’re buying. When it comes to overconsumption and waste, Christmas can easily become one of the most wasteful times of the year, with excess packaging, food, and unwanted gifts piling up faster than we realise.

Research from Deloitte has found that more consumers are adopting sustainable lifestyles; however, the ‘say-do’ gap looms large. While 42% of consumers are willing to pay more for longer-lasting products, the reality of the cost of living crisis means it’s all too easy to be persuaded by quick deals and discounts, prioritising short-term savings over sustainability.

This disconnect highlights why brands must step up and help bridge that gap. By promoting eco-conscious alternatives and reshaping festive traditions — whether through sustainable gift options, minimal packaging, or solutions to reduce food waste — brands have the opportunity to be powerful agents of change.

But how much responsibility should brands shoulder? Is it fair to place the burden of sustainable shopping solely on consumers, or should companies lead the way by making sustainable choices more accessible, affordable, and appealing? Industry leaders offer their insights.

Tags:

• Sustainability
• Ethics
• Brand

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