Sustainability that works: the mix between design and communication

In a context where sustainability has become a priority shared by companies and consumers, marketing and design can no longer be considered as separate fields. On the contrary, they work in synergy to build experiences, products and messages that have a positive impact on the environment, society and the market.

Sustainable marketing is concerned with promoting products and services that respect the environment and ethical values, building transparent and authentic communication. At the same time, sustainable design intervenes from the earliest design stages with the aim of reducing waste, optimising resources and shaping sustainable and responsible solutions.

Combining these two approaches means creating real value: not only for the environment, but also for people. It means designing each phase – from product creation to product promotion – with a broader, conscious and future-oriented vision.

Companies that choose to take this route adopt concrete practices to make their processes and products more sustainable. Here are some key levers:

A “green” pack is not enough to communicate sustainability. It needs consistency: use of recycled, compostable or reusable materials, but also a design that reduces waste (less ink, more compact shapes, essential information).

No greenwashing: consumers are increasingly informed and can recognise authenticity. Telling their commitment in a clear way (preferably with official certifications and concrete data) is essential.

Furthermore, using digital channels such as social media allows you to reach a wider audience and actively involve them in your company’s sustainable initiatives. For example, interactive campaigns or multimedia content can increase engagement and awareness of the ecological practices adopted.

Optimising processes, using renewable energy and reducing your carbon footprint are actions that make a difference – and that should be told, not hidden in financial statements.

Through digital content marketing, you can create blog posts, videos and infographics that illustrate the sustainable production process, educating consumers and enhancing brand reputation.

From production to after-sales: incentivising reuse, recycling and take-back programmes can strengthen the customer relationship and prolong product life.

Happytips: actively involve the community in sustainability processes: social challenges, recycling-related point collections, co-created content. Sustainability is even more effective if it is shared. For example, creating dedicated hashtags or online groups can stimulate participation and sharing of ideas among consumers.

A sustainable product starts with a sustainable idea. Design plays a key role in guiding choices, habits and impacts. It is not just about aesthetics, but about conscious choices at the design stage.
How can design make a difference?

Choosing certified, natural or recycled raw materials is the first step. But also think about their availability, short supply chain and the possibility of easy separation at the end of their life.

An object that can be upgraded or fixed is an object that lasts longer. Thinking about maintenance already in the prototyping phase is an increasingly popular plus.

Fewer steps, less waste, more efficiency. The adoption of low impact technologies, 3D printing, on-demand production are now affordable tools even for SMEs.

Happytips: whenever possible, involve the customer in the design process (e.g. customisation or choice of packaging). Giving the user a voice makes them an active part of a sustainable choice.

Integrating sustainability into marketing and design is not just a matter of ethics. It is a long-term strategy that builds reputation, loyalty and market differentiation.

People want to feel part of a positive change. Offering a concrete and credible alternative means tapping into a real demand – and actively contributing to building a better future.

In short: being sustainable is not a fad, it is a new (and necessary) way of doing business. And today, more than ever, it makes the difference.