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Protestor holding a sign "NO BUSINESS ON A DEAD PLANET" during a march. PHOTO: UNSPLASH
"Discover how emerging sustainability trends in digital marketing are reshaping the way small businesses connect with eco-conscious consumers."
Updated
September 16, 2025 7:24 PM
Protestor holding a sign "NO BUSINESS ON A DEAD PLANET" during a march. PHOTO: UNSPLASH
Sustainability has become more than just a buzzword—it’s a movement that’s reshaping business practices across industries. For small businesses, aligning with sustainable values isn’t just about doing the right thing; it’s about staying competitive in a world where consumers increasingly prioritize eco-conscious brands.
In the digital age, sustainable marketing is evolving rapidly, offering businesses new ways to reduce their environmental impact while engaging with customers who care deeply about the planet. Let’s take a closer look at the top trends driving sustainable marketing today and their implications for small businesses.
Most people don’t realize that online advertising has an environmental cost. Every time an ad is displayed, clicked on, or streamed as a video, it consumes energy. This energy powers the servers, data centers, and networks that host and deliver these ads. The problem is that much of this energy still comes from non-renewable sources like coal and natural gas, which contribute to carbon emissions.
For small businesses, this could mean optimizing ad campaigns to reduce unnecessary data usage or using platforms that offset their carbon emissions. Additionally, adopting lighter website designs and faster-loading ads can not only reduce energy consumption but also improve user experience—leading to better engagement and conversion rates.
Small businesses can stand out by making their digital campaigns both efficient and eco-friendly. Highlighting these efforts in marketing messages can appeal to sustainability-minded customers while showcasing innovation.
Sustainable packaging is no longer optional—it’s an expectation. But for small businesses, it’s not just about switching to biodegradable materials. It’s about effectively communicating those efforts to customers through digital channels.
Brands are using their websites, social media, and email marketing to share the stories behind their packaging choices. Whether it’s sourcing recycled materials or partnering with eco-friendly suppliers, transparency is key. Educational content, such as videos or infographics, can help customers understand the impact of their purchases and feel good about supporting a brand.
By using digital platforms to tell the story of their sustainability efforts, small businesses can create deeper emotional connections with customers. Sharing behind-the-scenes processes or celebrating packaging milestones can boost loyalty and differentiate a brand from competitors.
Influencer marketing has become a powerful tool for brands, and the rise of eco-conscious influencers is creating new opportunities for businesses that prioritize sustainability. These influencers focus on topics like waste reduction, ethical consumption, and eco-friendly lifestyles, making them an ideal partner for sustainable brands.
Collaborating with such influencers allows small businesses to reach niche audiences that are already committed to sustainable living. These partnerships feel more authentic compared to traditional ads, as followers trust influencers to recommend products that align with their values.
Even small businesses with limited budgets can benefit from micro-influencers —individuals with smaller but highly engaged audiences. Partnering with eco-conscious influencers can amplify a business’s sustainability message and create a ripple effect of awareness.
Consumers today are more skeptical of vague claims like "green" or "eco-friendly." They want specifics. Brands that embrace transparency by sharing measurable data about their sustainability efforts are earning trust and loyalty.
For example, brands that disclose the carbon footprint of their products or provide detailed information about their supply chains stand out in an age of greenwashing (misleading sustainability claims). This trend is particularly relevant for small businesses, as customers often expect smaller, local brands to be more ethical and transparent.
Being upfront about sustainability efforts—even if they’re still a work in progress—can build credibility. Sharing challenges, milestones, and small wins through social media or email newsletters makes the brand relatable and trustworthy.
The circular economy—a model in which products are reused, repaired, or recycled instead of discarded—is gaining momentum. Small businesses are finding creative ways to incorporate this principle into their operations and marketing.
For example, some businesses encourage customers to return used products in exchange for discounts or loyalty points. Others upcycle returned goods into new products and share this process with customers through digital platforms.
By participating in the circular economy, small businesses can differentiate themselves while building a loyal customer base. Promoting these initiatives online—whether through videos, blogs, or customer testimonials—can amplify their impact and attract eco-conscious buyers.
Sustainable marketing is more than a trend—it’s becoming a necessity for businesses of all sizes. For small businesses, it represents both an opportunity to stand out in a competitive market and a chance to make a meaningful impact on the planet.
Emerging trends like green digital advertising, circular economy initiatives, and transparency are reshaping how brands connect with their audiences. By embracing these practices, small businesses can attract eco-conscious consumers, build loyalty, and foster trust—all while reducing their environmental footprint.
The future of marketing belongs to those who see sustainability not as an add-on, but as the foundation of their growth. For small businesses ready to take on this challenge, the rewards go beyond profits—they include making a lasting, positive impact on the planet and the people who inhabit it.
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Here’s the story of how a quirky toy transformed into a worldwide phenomenon.
Updated
September 16, 2025 7:31 PM
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Labubu vinyl figure displayed with surprise blind boxes in a store in Guayaquil, Ecuador. PHOTO: ADOBE STOCK
Trends move fast. One moment it's Dubai’s viral “Kunafa” chocolate bar, the next it’s Labubu—a mischievous-looking doll—racks up US$670 million in revenue this year, even outpacing Barbie and Hot Wheels. Celebrities like BLACKPINK’s Lisa and Dua Lipa have been spotted with Labubu dolls—whether as bag charms or in playful social posts.
For those unfamiliar, Labubu is the breakout character from the book series“The Monster” by Hong Kong-born, Belgium-based artist Kasing Lung. Alongside Labubu, the series features other quirky monsters like Zimomo, Mokoko and Tycoco—often grouped together as “Labubus”. These vinyl Labubu figures first entered the collectible scene in 2011 as “Monsters”, produced by Hong Kong-based production house How2Work. In 2019, Lung signed an exclusive licensing deal with Pop Mart, a Beijing-based toy collectible company, which further boosted the recognition and popularity of the franchise.
At first glance, Labubu might seem like just another fad. But the craze shows something deeper: in digital marketing, virality doesn’t happen by accident. It’s the result of timing, relatability and the rway global communities amplify trends.
So, what can marketers learn from the Labubu phenomenon? Let’s take a closer look.
Labubu’s unconventional aesthetics—a notorious grin, sharp teeth and wide eyes—break the traditional mold of “cute” toys. The social listening report from Meltwater, a media intelligence company reveals that from January to May 2025, mentions of “cute” outnumbered “ugly” nearly five to one. This “ugly-cute” look gave Labubu its identity and helped it stand out in a crowded market.
Marketing lesson: In a world of where everything blends together on endless feeds, uniqueness wins. Standing out with bold, even unconventional design choices can spark curiosity and desire. By leaning into what makes a product different, brands create instant recognition and give people something worth talking about.
Labubu’s surge in popularity is deeply rooted in Pop Mart’s focus on building genuine relationships with its fans. The company encourages user-generated content— unboxings, fan art, influencer stories—that fueled Labubu’s spread online and build brand engagement. Fans weren’t just buying toys; they were becoming part of a community that celebrated each new design.
Marketing lesson: Customers don’t want to feel like faceless buyers. They want to feel seen, heard and part of something bigger. By encouraging engagement and valuing contributions, brands can turn casual customers into loyal advocates who spread the word on their behalf.
While Pop Mart notes Labubu is most popular among women aged 18–30, its audience has broadened beyond that group. The design draws on influences from Nordic mythology and East Asian “kawaii” culture, making it feel both familiar and new to global audiences.
For Millennials and Gen Xers, Labubu also sparks nostalgia for toy crazes like Tickle Me Elmo and Beanie Babies that once lit up childhoods before fading away. Together, these layers of cultural resonance and cross-generational charm give Labubu an unusually broad reach.
Marketing lessons: Relatability is a powerful driver of virality. When a product can connect across generations and cultures, it expands far beyond a niche fan base. Brands that blend familiarity with novelty can build bridges to much larger audiences.
Labubu’s blind box model makes buying feel like a game. The thrill of not knowing which design you’d unwrap made collecting Labubus fun. It also turns buying into an emotional experience rather than a rational choice, fueling the urge to complete entire collections.
Besides, the suspense itself became content—millions watched unboxing videos to share in the excitement. Even BLACKPINK’s Lisa admitted she began with “only three to four” Labubus but soon wanted “a whole box” of the latest collection.
Marketing lesson: Mystery creates excitement, and excitement drives repeat purchases. By adding an element of surprise, brands can make the buying experience feels less like a transaction and more like a story unfolding. That thrill keeps customers coming back and makes the product easy to share online.
Pop Mart releases Labubus in limited drops, often tied to holidays or cultural events. Some editions include ultra-rare “chase” figures—appearing only once in every 144 boxes—creating a strong sense of urgency and fear-of-missing out (FOMO) among buyers. This strategy fuels a booming resale market, where regular figures retailing at US$25 can sell for US$200–US$300, and rare editions have even fetched prices up to US$150,000.
Marketing lessons: Scarcity isn’t just about limiting supply—it’s about building anticipation. By tying releases to events and sprinkling in rare editions, brands keep fans watching for the next drop. This combination of urgency and exclusivity transforms ordinary products into must-have collectibles.
Labubu has expanded its reach through creative brand collaborations. For instance, the Labubu x Coca-Cola series features figures in iconic red-and-white themes, while a Vans Old Skool drop merged streetwear in the clothing brand’s notable checkerboard pattern with collectibles. The One Piece collaboration blended Labubu’s quirky style with beloved anime heroes, appealing to fans of both worlds.
Marketing takeaway: Collaborations breathe fresh life into a brand and open doors to new audiences. Partnering with well-known names adds cultural weight and collectible value, while keeping the brand relevant in different communities. Done right, collaborations turn niche products into mainstream sensations.
Labubu’s phenomenal success is more than a passing craze. It’s proof that bold design, authentic community building, clever scarcity and cultural collaborations can transform a quirky idea into a global movement.
For marketers, the takeaway is simple: don’t just chase trends—create something real and let your community shape the story with you. Be bold, stay authentic and bring your fans along for the ride. That’s how brands move from fleeting hype to lasting cultural icons.