Seeing people in the round
Have you ever noticed how much marketing language is militaristic? Campaign, target, tactic, in the field, deploy. It sounds more like waging a war on an enemy than marketing to individuals!
Sustainability marketing considers people as holistic individuals, rather than simple consumers. For example, someone who is going to buy a car can also be a pedestrian, a cyclist, a parent, and a person who (surprise!) eats food and clothes themselves. Rather than focusing just on the classic sales funnel which leads to a purchase, sustainability marketing takes a wider view, at the whole environment and the whole person. It acknowledges businesses’ role and responsibility in the environmental crisis, as well as companies’ ability to effect change.