Offered as the second course in the Transformative Leadership in the Circular Economy specialization, Sustainable Marketing and Consumer Trends examines how marketing serves as a critical driver of sustainable transformation. As circular business models and ESG expectations reshape competitive landscapes, marketing leaders must navigate new pressures to communicate responsibly, build trust, and align with shifting consumer values.
Sustainable Marketing and Consumer Trends
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
Build toward a degree
What you'll learn
Create a marketing strategy that supports a circular business model.
Identify key motivators and barriers that influence sustainable consumer behavior.
Discover how a company's purpose, values, and messaging shape a sustainability-aligned brand.
Apply knowledge of policy, market trends, and traceability tools to develop sustainability messaging.
Skills you'll gain
- Market Dynamics
- Business Modeling
- Market Analysis
- Social Media
- Marketing Strategies
- Sustainability Reporting
- Digital Marketing
- Consumer Behaviour
- Brand Management
- Marketing Communications
- Brand Strategy
- Advertising
- Corporate Sustainability
- Stakeholder Engagement
- Marketing
- Strategic Marketing
- Environmental Social And Corporate Governance (ESG)
- Regulatory Compliance
Details to know
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Recently updated!
June 2025
Assessments
15 assignments
Taught in English
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There are 4 modules in this course
Welcome to Sustainable Marketing and Consumer Trends! This first module introduces the principles of sustainable marketing and explores how businesses can respond to rising consumer expectations around sustainability, ethics, and transparency. You will learn how marketing strategies can support both environmental goals and business value through consumer engagement, circular business models, and value-driven messaging. Topics include sustainable consumer behavior, ethical consumption, greenwashing, and marketing’s role in promoting circular practices like reclaim, repair, and reuse. Through readings, interactive activities, and real-world case studies, you will evaluate brand strategies and create your own sustainable marketing ideas.
What's included
6 videos8 readings3 assignments2 discussion prompts
This module explores how businesses can understand and engage eco-conscious consumers through data-driven insights and ethical marketing practices. You will examine consumer behavior trends, segmentation strategies, and how sustainability can be authentically integrated into the marketing mix. The module also introduces best practices in digital marketing and social media engagement to build trust, avoid greenwashing, and promote long-term brand value.
What's included
5 videos4 readings4 assignments3 discussion prompts
This module explores how sustainability becomes not just a message - but a business driver. You will examine how companies define their sustainability identity through branding, how they design communication and engagement strategies to influence customer behavior, and how consumer expectations are shaping the future of corporate sustainability. Through real-world examples and interactive assignments, you will examine how values, messaging, and market pressure all work together to move sustainability from promise to practice.
What's included
6 videos4 readings4 assignments1 discussion prompt
This module explores how external forces like regulation, emerging technologies, and shifting market expectations are reshaping the way companies communicate their sustainability efforts. You will learn how policy creates both constraints and opportunities for marketers, and how data-baked tools like digital product passports are becoming essential for building trust and credibility. Through case-based learning, trend analysis, and real-world examples, you will practice turning complex sustainability requirements into clear, customer-facing messaging strategies.
What's included
5 videos8 readings4 assignments3 discussion prompts
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Build toward a degree
This course is part of the following degree program(s) offered by University of Colorado Boulder. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹
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