Marketing and Communication Strategies of Sustainable Startups

Sustainability has become an increasingly critical factor in modern business, influencing consumer behaviour, regulatory frameworks, and corporate strategies. Startups, often recognised for their agility and innovation, play a vital role in driving sustainable transformation. However, effectively communicating sustainability remains a key challenge for young ventures. This study contributes to a deeper understanding of how sustainable startups – those with sustainability at the core of their business model – communicate their values and integrate marketing into their operations. It seeks to provide an overview of the topic by presenting definitions, concepts, and challenges while identifying gaps in the academic literature. Through qualitative research, the study aims to gather additional insights, highlight areas for improvement, and pro-pose potential solutions.

The thesis investigates the role of marketing strategies in sustainable startups, how they communicate their social and environmental values, and the challenges these businesses face in their marketing efforts. Therefore, the research question can be formulated as follows: How do sustainable startups develop and implement their marketing and communication strategies in the current market, and what challenges do they encounter?

Furthermore, the research addresses the following questions: What role does marketing play in the success of startups? What communication methods are most effective? How can small businesses enhance their strategies? The study focuses on small startups in Germany across various industries, all united by a strong commitment to environmental or social impact. On a practical level, the findings could provide valuable insights for startups seeking to refine their strategies, overcome resource constraints, and establish a strong market presence.