Sustainable Marketing and Consumer Trends

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Sustainable Marketing and Consumer Trends

This course is part of Transformative Leadership in the Circular Economy Specialization

Instructor: Christy Bozic, PhD, PMP

Included with

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4 modules

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

Learn more

4 modules

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

Learn more

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

Details to know

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Add to your LinkedIn profile

Assessments

15 assignments

Taught in English

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This course is part of the Transformative Leadership in the Circular Economy Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

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.

This course examines the evolving role of marketing in driving environmental and social impact, from foundational principles of sustainable marketing to strategic brand alignment, stakeholder engagement, and regulatory compliance. Through real-world case studies, emerging market trends, and interactive assignments, you will learn how to craft credible, values-driven messaging and identify opportunities where marketing can accelerate sustainable business transformation. Topics include greenwashing, the say-do gap, ESG communication, circular marketing, regulatory influence, and digital traceability tools. The course prepares learners from all backgrounds to lead ethically, navigate complexity, and connect sustainability to consumer value. This course was developed in collaboration with Siemens Digital Industries Software and is part of the "Design for the Circular Economy" collection. Learners who complete and pass the course can receive an industry-recognized digital badge. The “Design for the Circular Economy” microcredential and graduate certificate are developed around the educational goals of providing technical, business, and leadership knowledge and skills that inspire the transformation towards a more circular economy. This includes gaining technical knowledge to apply circular economy principles in product design, minimizing waste and maximizing impact; developing business acumen to implement innovative circular economic models that prioritize sustainability and resilience; and acquiring leadership strategies to communicate effectively and inspire change within an organization. This course can be taken for academic credit as part of CU Boulder’s Master of Engineering in Engineering Management (ME-EM) degree offered on the Coursera platform. The ME-EM is designed to help engineers, scientists, and technical professionals move into leadership and management roles in the engineering and technical sectors. With performance-based admissions and no application process, the ME-EM is ideal for individuals with a broad range of undergraduate education and/or professional experience. Learn more about the ME-EM program at https://www.coursera.org/degrees/me-engineering-management-boulder.

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

6 videos Total 27 minutes

Design for the Circular Economy: Program Overview 5 minutes
Introduction to the Course 1 minute
Redefining Marketing in the Age of Sustainability 7 minutes
Behavioral Insights of the Sustainably-Minded Consumer 4 minutes
Why Ethics Matter at the Checkout 3 minutes
Marketing and the Circular Economy 6 minutes

8 readings Total 119 minutes

Course Updates and Accessibility Support 1 minute
Welcome to Design for the Circular Economy 15 minutes
More About Siemens 10 minutes
Non-Credit Students: Welcome and Where to Find Help 10 minutes
The Rise of Consumer Demand for Sustainability 12 minutes
The Sustainable Consumer 25 minutes
What is Greenwashing? 6 minutes
The Marketing Playbook for a Circular Economy 40 minutes

3 assignments Total 105 minutes

Introduction to Sustainable Marketing and Consumer Trends 15 minutes
Designing a Marketing Strategy for the Circular Economy 60 minutes
End of Module 1 Graded Assessment 30 minutes

2 discussion prompts Total 60 minutes

Decoding Greenwashing in the Real World 30 minutes
Share and Reflect On Developing a Circular Marketing Strategy 30 minutes

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

5 videos Total 23 minutes

What Consumers Really Want 6 minutes
Campaigns that Changed Consumer Behavior 5 minutes
Building a Better Marketing Mix 6 minutes
Connecting with the Eco-Conscious Consumer in the Digital World 4 minutes
Social Media as a Sustainability Superpower 3 minutes

4 readings Total 75 minutes

Sustainability and the Consumer 5 minutes
Understanding the Sustainable Consumer 30 minutes
Interactive Reading Assignment: Sustainability Marketing Mix Audit 30 minutes
Examples of Sustainable Marketing 10 minutes

4 assignments Total 105 minutes

Consumer Insights and Market Research 15 minutes
Sustainability Marketing Mix Audit 30 minutes
Create a Mini Social Media Campaign 30 minutes
End of Module 2 Graded Assessment 30 minutes

3 discussion prompts Total 50 minutes

Connecting Segments to Strategy 10 minutes
The Most Difficult P 20 minutes
(Optional) Get Feedback on Your Mini Social Media Campaign 20 minutes

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

6 videos Total 23 minutes

Branding for Sustainability 1 minute
Building a Brand that Actually Stands for Something 7 minutes
From Awareness to Action 1 minute
Designing Customer Engagement for Sustainable Impact 6 minutes
Driving Corporate Sustainability with Consumer Demand 2 minutes
When the Market Speaks 6 minutes

4 readings Total 132 minutes

Selling Sustainability or Stalling Progress? 12 minutes
Nudging Customer Behavior Toward Sustainable Choices 15 minutes
Listening to the Market: A Guide to Sustainability-Driven Strategy 45 minutes
Teach the Gap: Activity 60 minutes

4 assignments Total 135 minutes

Branding for Sustainability 15 minutes
Consumer Engagement Strategy Redesign 60 minutes
Teach the Gap: Activity Reflection 20 minutes
End of Module 3 Graded Assessment 40 minutes

1 discussion prompt Total 30 minutes

When Influence Becomes Impact 30 minutes

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

5 videos Total 18 minutes

Why Marketers Should Care About Policy 1 minute
How Policy Shapes Marketing 4 minutes
Technology-Driven Trends Shaping Sustainable Marketing 5 minutes
Product Transparency and the DPP 4 minutes
The Digital Battery Passport 2 minutes

8 readings Total 88 minutes

Policy Levers for the Circular Economy 5 minutes
Why Marketing Needs ESG: Lessons from Lenovo 10 minutes
Green Technology and the Sustainability Market 10 minutes
Case Study Guide: The Digital Battery Passport 3 minutes
The Market Signal 30 minutes
The Regulation 10 minutes
Siemens and the Future of Battery Transparency 10 minutes
Claim Your Digital Badge 10 minutes

4 assignments Total 100 minutes

Marketing in a Regulated World 15 minutes
Competitive Landscape and Market Trends in Sustainability 15 minutes
Marketing the Digital Battery Passport 30 minutes
End of Module 4 Graded Assignment 40 minutes

3 discussion prompts Total 65 minutes

How Policy Shapes the Marketing Message 40 minutes
Quick Take: Which Trend Stood Out Most? 15 minutes
(Optional) Share Your Digital Battery Passport Campaign 10 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

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

Instructor

Christy Bozic, PhD, PMP

University of Colorado Boulder

10 Courses 72,391 learners

Offered by

University of Colorado Boulder

Siemens

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To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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