What B2B marketers can learn from NOUS anti-gaspi, Too Good To Go and Back Market about positioning, proof and conversion.

There is something quietly interesting about walking into a shop that sells products other retailers did not want to keep.

A packet may have a short date, a fruit may look less polished, a product might come from surplus stock, or a phone may have had a previous life before being refurbished and sold again.

The product may still have real value, while asking the customer for a little more trust before they choose it.

• Is this still good?
• Is it safe?
• Is the lower price hiding a weaker experience?
• Am I making a smart choice, or accepting a compromise?

That question is what makes anti-waste commerce such a strong marketing case study.

“Brands like NOUS anti-gaspi, Too Good To Go and Back Market sell products that need trust before they can be chosen. Their growth depends on making products with an initial trust gap feel understandable, credible and worth choosing.”

In B2B marketing, buyers also make decisions under uncertainty. They may be interested in a product, but still unsure about implementation, risk, quality, data, support, compliance or internal buy-in. In categories like this, conversion is not just persuasion. It is risk reduction.

The value of “imperfect” depends on how it is framed

A short-dated product is not automatically a bad product. A wonky vegetable is not less nutritious. A surplus item is not less useful. A refurbished phone is not necessarily less reliable.

The meaning attached to the product often matters as much as the product itself.

Modern commerce has spent years making quality feel synonymous with freshness, abundance and newness. A full shelf feels reassuring, a pristine product feels safer, and a new device often feels easier to trust than one with a previous life.

Positioning matters here because it shapes whether the customer sees imperfection as a risk or as part of the value.

Many B2B products also carry a perceived flaw. They can be complex, technical, regulated, expensive, hard to implement or difficult to compare. Weak marketing tries to smooth over that friction. Stronger marketing explains why the friction exists and what value it creates.

Anti-waste commerce has grown because it solves several tensions at once

Food waste is not a small problem. The European Commission states that more than 58 million tonnes of food waste are generated annually in the EU, with an associated market value estimated at €132 billion. [1]

In France, anti-waste and food destocking have become a more visible commercial category. Xerfi estimated that the turnover of food destocking and anti-waste specialists reached €520 million in France in 2024. [2]

Those figures explain the economic relevance of the category. The buying decision itself is more layered.

The best models make the buying decision feel both rational and emotionally acceptable. The customer can say: “I saved money, avoided waste, and still got something useful.”

It also connects with something I explored in From Scarcity to Stewardship: The New Psychology of Conscious Consumers. Responsible consumption is no longer only about values. It is also about proof, affordability, usefulness and trust.

Awareness does not remove hesitation

Most people already understand that food waste is a problem, and many consumers know that buying refurbished can reduce environmental impact. Awareness creates interest; confidence turns that interest into behaviour.

“At the moment of purchase, the buyer needs more than awareness. They need to feel that the product is safe, the price reflects real value and the sustainability message is not hiding a weaker experience.”

A similar pattern appears in B2B SaaS, fintech and marketplaces.

Buyers may understand the problem and agree with your category narrative, but they still need practical reassurance: will the product work, can the team deliver, is implementation manageable, is the data reliable, and can the decision be defended internally?

That is why the most interesting anti-waste brands do more than create demand. They design the buying experience around the hesitation itself.

NOUS anti-gaspi makes anti-waste feel like normal shopping

NOUS anti-gaspi is interesting because it brings anti-waste into a familiar retail format.

From the outside, the model is simple: sell everyday products that would otherwise risk being wasted, often at lower prices, through physical stores. The marketing challenge is more subtle. NOUS anti-gaspi sells discounted products, but its real marketing challenge is to normalise a different way of shopping.

For the model to work, customers need to feel that buying anti-waste products is not strange, risky or second best. It has to feel like a practical grocery choice.

The brand connects several layers of value at once: price, everyday usefulness, waste reduction, local shopping habits and a familiar retail experience.

According to Plan Bio, NOUS anti-gaspi raised €3 million in 2024 and reported 28 stores and €41 million in turnover for 2023. [3] In January 2026, Linéaires reported that the brand planned to open eight new stores in 2026, including a Paris opening on Boulevard Richard Lenoir, with further development planned in Paris, Bordeaux and Lyon. [4]

The exact figures will evolve, but the direction is clear: anti-waste is no longer only a niche activist behaviour. It is becoming a more structured retail proposition.

For B2B marketers, the useful lesson is about adoption. A new behaviour becomes easier to accept when it is embedded in a format the buyer already understands.

If your product asks buyers to change how they work, report, buy, analyse or decide, the experience cannot feel completely foreign. You need to make the new behaviour legible through familiar cues: clear categories, simple next steps, transparent pricing, recognisable workflows, proof points and onboarding that reduces uncertainty.

Too Good To Go makes waste reduction feel small enough to act on

Instead of putting anti-waste into a physical grocery format, it turns surplus food into a small, repeatable action. The customer opens the app, finds a nearby partner, reserves a discounted surprise bag and collects it during a specific time window.

The surprise element could have been a barrier. People do not always know exactly what they will get, and that uncertainty creates friction. Too Good To Go gives that uncertainty a structure.

Too Good To Go says it has grown to more than 120 million registered users and 180,000 active business partners and has helped save more than 500 million meals from being wasted. [5] As this is company-reported data, it should be treated as self-reported impact rather than independent verification. Still, it shows the scale of the behaviour the company is trying to build.

That is why the first action matters. It gives the customer a way to test the promise without needing to believe the whole story upfront.

Back Market shows why proof has to appear before conversion

Refurbished electronics carry one of the clearest trust problems in circular commerce.

“The value proposition is attractive: cheaper devices, less waste, less pressure to buy new. But the buyer may still worry about battery life, hidden defects, seller quality, warranty, support and what happens if the device fails.”

Back Market has to make refurbished feel safe enough to choose, with sustainability as part of the value rather than the whole argument.

The company does this through visible trust mechanisms. Its own site highlights refurbishment standards, up to 100-point quality inspections, free 30-day returns and a 1-year warranty. [6]

In 2024, The Guardian reported that Back Market had expanded to 18 countries, raised more than $1 billion and worked with around 1,700 traders and refurbishers. The same article quoted CEO Thibaud Hug de Larauze describing the “trust gap” between refurbished products and new devices. [7]

A trust gap closes when quality control, guarantees and seller standards become visible before the customer feels too much risk.

Many companies have strong operational proof, but they hide it too deep in the journey. The best evidence sits in sales decks, onboarding calls, legal documents, security questionnaires, help centres or customer success processes. By the time the buyer sees it, they may already have hesitated.

When operations answer a real objection, they should be part of the story. In B2B, that proof can come from onboarding processes, data governance, customer support, partner vetting, security standards or implementation frameworks.

Before the buyer says yes

Across these examples, the important work happens before the customer says yes.

The brand changes how the buyer interprets the perceived flaw, then adds enough proof to make the decision feel reasonable.

The pattern is simple: identify the hesitation, make the trade-off clear, show proof early, and make the first step feel low-risk. Anti-waste brands do this because they have to. B2B marketers should do it because buyers are already asking these questions before they convert.

A lot of marketing becomes too thin at exactly this stage. It jumps from claim to CTA without doing the confidence-building work in between.

A company may say it is more sustainable, more efficient, AI-powered, future-facing or built for growth, while the buyer is still wondering whether the claim is credible, what will actually change, how difficult adoption will be and whether the decision can be defended internally.

The experience still has to hold

This is also where the limits of anti-waste commerce become important. These models can easily become romantic stories about better consumption, but they are operationally difficult businesses.

Supply can be unpredictable, margins can be thin, quality may vary, and operations are often complex. There is also a deeper paradox: if society becomes better at preventing waste, businesses built around surplus need to keep evolving.

Poor quality, unclear impact or inflated claims can make consumers question whether the model truly reduces waste or whether it simply turns surplus into another polished commercial story.

Ethical intent may create the first reason to care, but repeat behaviour still depends on the experience. A weak product, a disappointing basket or an unreliable warranty quickly remind customers that mission alone cannot carry the relationship.

The brands that hold up over time combine mission with practical value. Price, convenience, reassurance, local access, guarantees and repeatable behaviour all matter.

What B2B marketers can take from this

Anti-waste commerce gives B2B marketers a useful logic: study the hesitation before trying to accelerate the conversion. A SaaS company does not need to behave like a grocery store, and a fintech platform does not need to imitate an anti-waste app.

Make the trade-off visible

B2B buyers need to understand what they are choosing.

A clear trade-off is easier to trust than a polished promise. Setup time, specialisation, structured workflows or higher pricing do not have to weaken the offer, as long as the buyer understands what each constraint protects, clarifies or helps avoid.

Turn abstract claims into customer jobs

A lot of B2B messaging starts too high up. Words like growth, innovation, efficiency, transformation and AI-powered performance may be relevant, but they often fail to explain what the buyer can actually do next.

Move proof closer to the first moment of doubt

If a buyer has to book a demo before they understand your methodology, security posture, onboarding process or customer results, the journey is asking for trust too early.

Move proof into the places where hesitation already appears: landing pages, comparison pages, FAQs, pricing pages, case studies, product explainers, demo follow-ups, nurture emails and onboarding content.

This is where anti-waste commerce connects with circular growth loops: the strongest models do not simply acquire users. They create repeat behaviours around value, trust and participation.

Growth is what happens when the customer has enough confidence to come back.

Look for trust leakage before adding more traffic

Trust leakage happens when a buyer understands the offer but still does not feel safe enough to move forward. More traffic will not fix that. The friction sits inside the proof, the reassurance, the onboarding story or the perceived risk.

This is where B2B marketers should look before assuming the problem is demand.

This is a more useful way to diagnose growth in trust-sensitive categories. Not every conversion problem is a CTA problem. Sometimes the buyer simply does not have enough confidence yet.

FAQ

What is anti-waste commerce?

Anti-waste commerce is the sale, redistribution or revalorisation of products that are still usable but at risk of being wasted, discarded or undervalued. This can include surplus food, short-date groceries, imperfect products, unsold meals, refurbished electronics and other circular commerce models.

Why are anti-waste brands relevant to B2B marketing?

Because they sell under imperfect conditions. Their products often carry a perceived flaw, which makes them useful examples for B2B categories where trust, risk and proof shape conversion.

What can SaaS companies learn from Too Good To Go or Back Market?

SaaS companies can learn how to reduce perceived risk before conversion. Too Good To Go turns a big problem into a simple, repeatable action. Back Market makes quality control and reassurance visible. Both show that trust should be designed into the customer journey, not added at the end.

Is anti-waste commerce only about sustainability?

Sustainability sits alongside price, convenience, quality reassurance, trust signals and repeat behaviour.

How can B2B marketers reduce perceived risk before conversion?

By making proof visible earlier: customer evidence, methodology, security information, onboarding clarity, transparent FAQs and operational credibility.

Conclusion

Anti-waste commerce is interesting because it begins with products that can raise doubts, then builds a buying experience around those doubts.

NOUS anti-gaspi does it through familiarity. Too Good To Go does it by making uncertainty feel small and actionable. Back Market does it by making proof visible before the customer has to take the risk.

For B2B marketers, the useful lesson is to notice where buyers hesitate before trying to accelerate the conversion. Sometimes the problem is not demand, positioning or traffic in isolation. Sometimes the buyer simply does not feel safe enough to move.

In anti-waste commerce and B2B growth, trust is part of the system that makes conversion possible.

💌 If you want more essays on ethical growth, trust-led marketing and practical B2B growth systems, you can join Conscious Growth Dispatch here.

Sources

[1] European Commission, Food waste, accessed May 2026. The Commission states that over 58 million tonnes of food waste are generated annually in the EU, with an associated market value estimated at €132 billion.

[2] Xerfi, Le marché du déstockage et de l’anti-gaspi alimentaire, published 27 June 2025. Xerfi estimates that the turnover of food destocking and anti-waste specialists reached €520 million in France in 2024.

[3] Plan Bio, L’enseigne NOUS anti-gaspi lève trois millions d’euros et ouvrira 3 magasins d’ici fin 2024, published 2024. The article reports NOUS anti-gaspi’s €3 million fundraising, 28 stores and €41 million turnover in 2023.

[4] Linéaires, NOUS anti-gaspi ouvrira 8 magasins en 2026, published 15 January 2026. The article reports the brand’s plan to open eight new stores in 2026, including a Paris opening on Boulevard Richard Lenoir.

[5] Too Good To Go, Too Good To Go Accelerates U.S. Expansion, published 27 August 2025. The company states that it has 120 million registered users, 180,000 active partners across 19 countries and more than 500 million meals saved from waste.

[6] Back Market, Back Market: refurbished tech that’s better for the planet, accessed May 2026. Back Market highlights refurbishment standards, up to 100-point quality inspection, 30-day returns and a 1-year warranty.

[7] The Guardian, “It should be a right to fix your phone”: the boss of booming secondhand tech firm Back Market, published 11 June 2024. The article discusses Back Market’s international growth, refurbisher network and the trust gap around refurbished electronics.

The post How Anti-Waste Brands Make Imperfect Products Easier to Trust appeared first on SAMIN GHIASI | GROWTH MARKETING CONSULTANT | FR/EN.

For years, the direction seemed clear. Sustainable finance was moving towards greater disclosure, more ESG products and stronger climate reporting.

Companies, investors and financial institutions were being pushed to prove that sustainability was not just a brand narrative, but part of how capital moved, risk was priced, and decisions were made.

Now the mood is different.

Europe is trying to simplify parts of its sustainability rulebook. The scope of corporate sustainability reporting has been narrowed, due diligence requirements have been reduced, and the Sustainable Finance Disclosure Regulation is being reworked after years of criticism that it created too much complexity for investors. [1][2]

Regulators have not stopped caring about greenwashing

The European Commission has acknowledged that SFDR Articles 8 and 9 were being used as de facto product categories, even though they were not designed to function as simple labels. In France, the AMF has updated its policy to align with ESMA guidelines on ESG fund names, with the explicit aim of preventing misleading sustainability communication. [3][4]

So the story is not that Europe has moved from strict to soft. The more interesting shift is that sustainability rules are being simplified while sustainability claims are being questioned more carefully.

For climate fintechs, carbon accounting platforms and B2B ESG software companies, this changes the growth problem. It is no longer enough to make sustainability sound desirable. Claims now have to be verifiable, understandable, proportionate and useful to real decisions.

In this article, sustainable fintech marketing means the way financial technology companies communicate products linked to climate data, ESG reporting, carbon accounting, responsible investment or transition finance.

In 2026, the strongest version of this marketing is not built around broad impact language. It is built around evidence: data sources, methodology, limits, customer proof and clear next steps.

The question is not only:

How do we make people care?

It is:

Can we make sustainability claims easier to trust?

That is a harder marketing problem, and a more useful one. In climate finance, trust does not come from saying “impact” more often. It comes from showing what the claim means, where the data comes from, what the method includes, and where the limits are.

The thesis: sustainable fintechs will not win 2026-27 by using louder ESG language. They will win by making their claims easier to verify, their data easier to trust, and their products easier to act on.

1. The ESG mood has changed

A few years ago, ESG language still carried commercial weight. Words like sustainable, green, responsible, transition, climate-positive and impact-led helped buyers make sense of a new market. They gave investors, customers and internal teams a quick way to understand what a product was trying to do.

That shorthand was useful until it became too easy to use.

“In parts of the ESG market, the vocabulary is now everywhere, but trust is weaker. Buyers have seen too many vague claims, too many polished impact pages and too many sustainability labels that do not clearly explain what sits behind them.”

This does not mean sustainability has stopped mattering. It means sustainability marketing has matured. The market is less impressed by the presence of ESG language alone and more interested in the evidence underneath it.

That creates a real challenge for fintech and climate-tech companies. Many were built around genuine problems: carbon accounting, sustainable investment, green banking, ESG reporting, supplier data, portfolio transparency, climate risk and regulatory readiness. But good intentions do not remove the need for evidence. In a market shaped by scrutiny, they increase it.

2. Europe is simplifying sustainability rules, but scrutiny is not disappearing

The current European context is easy to misread.

In February 2026, the Council of the European Union approved simplification measures for ESG reporting and due diligence. The CSRD scope is narrowed to companies with more than 1,000 employees and above €450 million in net annual turnover. The CSDDD scope is also narrowed, applying to larger companies with more than 5,000 employees and above €1.5 billion in net annual turnover. [1]

The logic is competitiveness. The EU wants to reduce the reporting burden, especially where smaller and mid-sized companies are being pulled into complex sustainability processes through supply chains, investors or customer requirements.

That argument deserves to be taken seriously. Complexity does not automatically create better accountability. In practice, it can push companies into expensive reporting exercises they barely understand, produce documents that are technically compliant but not decision-useful, and create space for vendors to sell fear instead of clarity.

For SMEs, this matters. A sustainability framework that feels impossible to apply will not create better climate action. It may simply create fatigue.

“But simplification also carries risk. If fewer companies are required to report, the market may receive less consistent data. If transition planning requirements are reduced, it may become harder to assess whether companies are taking credible action or simply telling a better story.“

This is the tension sustainable fintechs need to understand. Simplification can make sustainability more usable, but it can also make weak claims easier to hide. The marketing implication is not that regulation is lighter, so proof matters less. It is that credible voluntary proof becomes more valuable for the companies that still want to lead.

3. Why ESG labels are no longer enough

SFDR is one of the clearest examples of how climate vocabulary can become commercially powerful, then commercially risky.

The regulation was designed to improve transparency around sustainable investment products. But in practice, Articles 8 and 9 became shorthand. Funds were often described as “Article 8” or “Article 9” as if those categories were simple quality labels.

The European Commission has acknowledged this problem directly. In its SFDR review, it said that the use of Articles 8 and 9 as de facto product categories had created confusion and greenwashing concerns. [3]

This matters beyond asset management because it shows what happens when a technical framework becomes a marketing badge. At first, the label is useful: it gives buyers a shortcut, makes the product easier to understand and reduces friction in a complex market.

Then the shortcut becomes overused, and buyers start to wonder what the label really means. Regulators step in. Journalists investigate. NGOs challenge the claims. Genuine players are pulled into the same trust problem as weaker ones.

That is the risk for any sustainable fintech or climate platform. A label can open the door, but it cannot carry the whole trust burden.

Words like green, ESG, net zero, impact and sustainable can help people understand the category. But they cannot replace the harder work: methodology, data quality, limits, governance, customer proof and practical outcomes.

4. Why does France make the trust question sharper?

France is an especially useful market for this discussion because sustainable finance is both visible and heavily scrutinised.

The AMF has long taken a position on ESG communication. Its doctrine aims to prevent greenwashing and sets minimum standards for investment products distributed in France when they communicate on non-financial criteria in their names, legal documents and marketing materials.

In 2025, the AMF updated its policy after deciding to comply with ESMA guidelines on the names of funds using ESG or sustainability-related terms. [4]

This is not just a technical issue for asset managers. It reflects a broader market mood. Sustainability claims are no longer judged only by whether they sound good. They are judged by whether they are proportionate, understandable and supported.

That matters for fintechs because many of them already operate in risk-sensitive categories.

A CFO evaluating carbon accounting software is not only asking whether the platform looks modern. They are asking whether the data can be trusted, whether the numbers can be explained internally, whether finance, legal and sustainability teams can agree on them, and whether the tool will reduce complexity rather than create another dashboard nobody uses.

A consumer looking at a green neobank has a different version of the same question. Where does the money actually go? What is excluded? Who verifies the claim? Is the difference real, or is it simply better branding?

In both cases, the growth challenge is not only acquisition. It is confidence.

5. The real growth problem is confidence, not awareness

Green marketing still behaves as if the main problem is awareness. The market does need education, but awareness alone is not enough. Most companies now understand that sustainability, carbon data, ESG reporting and climate risk matter in some way. The harder question is what to do next.

This is where climate and ESG platforms face a difficult positioning problem.

Compliance, purpose, automation and urgency all have a role to play, but none of them is strong enough on its own. Compliance can explain why a company needs to act. Purpose can explain why the category matters. Automation can reduce friction. Urgency can move a project up the priority list.

But the buyer still needs something more basic: confidence that the product will help them make sense of the data, defend the numbers internally and decide what to do next.

The stronger positioning connects sustainability to usable decisions.

That difference matters. The first version sells sustainability as a virtue. The second sells sustainability as a decision system.

6. Greenly and proof-led growth

Greenly is an interesting case study because it operates inside this trust problem.

The company is not selling a simple consumer product. It operates in carbon accounting and climate management, where claims have to be backed by data, methodology and process. Greenly positions itself as an all-in-one climate solution for greenhouse gas disclosure, product carbon footprint and ESG compliance, and says it supports more than 3,500 clients. [5]

From a growth perspective, that is interesting because the product is not just software. It is a way to make an unclear sustainability problem more structured.

A company may know it needs to understand its emissions. But it may not know how to collect the data, how to estimate missing information, how to handle Scope 1, 2 and 3, how to work with suppliers, how to prepare for reporting, or how to turn the result into a credible action plan.

In a category like carbon accounting, the buyer is not only buying a tool. They are buying confidence that the numbers will be usable, that the process will be manageable, and that the output will not embarrass them in front of leadership, auditors, customers or regulators.

That makes Greenly a useful example of proof-led growth.

The strongest marketing assets in this category are not only ads, taglines or landing pages. They are things like methodology pages, customer stories, benchmark reports, explainers on carbon accounting, guides for different buyer roles, evidence of data quality, partner validation, onboarding journeys, product education, and clear limits around what the platform can and cannot prove.

This is where ethical growth marketing becomes practical: not softer marketing, but marketing designed to build trust without hiding the commercial goal.

7. The Proof Stack

Often, the proof exists. It is just scattered.

A company might have a methodology page, a customer case study, an impact report, a compliance guide, a product demo, a sales deck and a help centre. Each asset may be useful on its own, but the buyer still has to assemble the trust story alone.

That creates friction.

A useful way to think about this is The Proof Stack.

This structure is useful because it prevents vague messaging. It forces every sustainability claim to carry its own weight.

“Climate impact” is not enough. The buyer needs to understand what kind of impact is being claimed, how it is measured, what it is compared with, which assumptions are being used, who has verified it, and which decision it is meant to support.

“These questions may feel uncomfortable for marketers. But in sustainable finance, they are exactly the questions serious buyers are already asking. The task is not to avoid them. The task is to answer them before they become objections.”

This also connects to the wider ethical martech stack. The tools a company uses to collect, store, segment and activate sustainability data shape how credible its marketing can be.

Proof should not live in a PDF at the end of the funnel. It should shape the entire customer journey.

8. Why ethical marketing means fewer, better claims

There is a temptation in sustainability marketing to say too much.

There is always a temptation to turn every positive signal into a claim: every initiative into a campaign, every metric into a headline, every partnership into proof of impact, every customer story into a transformation narrative.

But when the market is sceptical, more claims do not always create more trust. Sometimes they create more doubt.

A stronger approach is to make fewer claims, but make them stronger.

This is especially important for fintechs and climate platforms because the buyer group is rarely simple. The CMO may like the mission. The CFO will ask about cost, risk and usefulness. Legal will ask about wording. Procurement will ask about vendor reliability. Sustainability teams will ask about methodology. Operations will ask whether the process is realistic.

That means sustainable fintech marketing cannot be written only for the believer. It has to survive the sceptic.

A good sustainability claim should still make sense when read by someone who does not want to be convinced. That is a useful standard because it pushes marketing away from purpose-washing and towards clarity.

It also protects the brand. Overclaiming may create short-term interest, but it damages trust when customers, regulators or NGOs start pulling on the thread. In this market, conservative wording can be a strategic advantage.

9. Why fear-based compliance marketing damages trust

There is another trap in this category: fear.

When regulation changes, some vendors turn every update into a panic campaign. A new deadline, a new obligation, a new risk, a new reason to book a demo.

This can work in the short term. But it is not a healthy growth strategy. It trains the market to associate sustainability with stress, bureaucracy and vendor opportunism. It also makes buyers defensive, especially when regulation is being simplified at the same time.

A better approach is to help buyers understand what actually applies to them, what may affect them indirectly, what is changing, what is still uncertain, and what they can prepare without overreacting.

“For example, a mid-market company may no longer be directly in scope for certain reporting obligations, but it may still face sustainability questions from enterprise customers, banks, investors or public procurement processes.“

That is a more honest and useful message than: “You must comply now or fall behind.”

It also opens a better commercial conversation because the value is not only compliance. It is readiness.

10. Why trust is built through lifecycle marketing

Trust rarely happens in one visit.

A buyer might first find the company through an article about reporting rules. Later, they compare platforms, look for methodology, ask a sustainability colleague, join a webinar, request a demo, involve finance, check data security and ask for references.

If marketing only optimises for the first conversion, it misses the part of the journey where trust is actually built.

This is where impact-focused fintechs need better lifecycle thinking. Not every lead needs the same content. A CFO may need a business case. A sustainability manager may need methodology depth. A procurement lead may need vendor reassurance. A founder may need a simple path to start. A large enterprise may need integration, governance and auditability. A smaller company may need simplicity and cost control.

This should shape segmentation, nurturing and sales enablement. The goal is not to bombard people with ESG content. The goal is to help each stakeholder move from doubt to clarity.

This is what growth looks like in a trust-sensitive category. Not just more leads, but better movement from uncertainty to confidence.

If serious buyers are dropping off because methodology, proof or risk answers are hard to find, the issue is not traffic. It is trust leakage, and it deserves the same scrutiny as any funnel waste audit.

11. What B2B fintech marketers should do now

For B2B marketers working in fintech, climate tech, ESG software or any trust-sensitive category, the next playbook needs more discipline. Not colder marketing. Not more corporate marketing. More precise marketing.

Replace vague ESG language with customer jobs

A lot of sustainability messaging still starts too high up: green finance, positive impact, ESG transformation, climate action. Those words are not useless. They just do not tell the buyer what the product helps them do.

A more useful approach is to translate sustainability into specific customer jobs:

Good positioning starts with the decision the buyer needs to make.

Make methodology visible earlier

Methodology should not be hidden after the demo. If the market is sceptical, methodology is part of the trust layer.

That does not mean overwhelming everyone with technical detail. It means creating different depths:

• a simple explanation for executives
• a practical explanation for users
• technical documentation for experts
• legal-approved wording for claims
• clear caveats around uncertainty

This reduces sales friction because it answers serious questions before they become blockers.

Build an internal claims register

Every sustainability claim should have a home.

A claims register should track:

• the claim
• the evidence behind it
• the approved wording
• the source
• the owner
• the date reviewed
• the channels where it appears
• any limitations or required disclaimers

This sounds operational because it is. In a regulated, scrutinised market, ethical marketing needs a process.

Stop overusing fear

Regulation can be a real buying trigger. But fear-only messaging is lazy.

A better approach is to explain:

• what changed
• who is directly affected
• who may be indirectly affected
• what is still uncertain
• what buyers can do now
• what they should not overreact to

That builds trust faster than exaggerated urgency.

Use proof as a growth asset

Proof should not be saved for enterprise sales calls. It should appear across the journey: homepage, landing pages, blog articles, sales decks, demo flows, nurture emails, webinars, case studies, FAQs, AI-search-friendly content and customer onboarding.

Proof is not a conversion accessory. It is the foundation of the conversion.

Measure trust, not only demand

MQLs and demo requests still matter. But they are not enough. In this category, useful growth metrics might include:

This is how marketing becomes more commercial without becoming less ethical. Sustainable fintech marketers need to build systems that make trust measurable, repeatable and useful.

FAQ

What is sustainable fintech marketing?

Sustainable fintech marketing is the communication of financial technology products linked to climate, ESG, carbon accounting, responsible investment or sustainable finance. The strongest version is not based on broad green claims, but on evidence, methodology, transparency and customer trust.

Why are ESG labels not enough anymore?

ESG labels can help buyers navigate a complex market, but they can also become shortcuts. When labels are used without enough explanation, buyers and regulators start asking harder questions about the data, methodology and real-world impact behind the claim.

What should sustainable fintechs communicate instead?

They should communicate the customer’s job, the evidence behind the claim, the methodology used, the limits of the data and the next decision the customer can make. This makes sustainability claims easier to verify and act on.

How can B2B fintech marketers avoid greenwashing?

They can avoid greenwashing by making fewer, better claims, linking each claim to evidence, showing methodology clearly, avoiding exaggerated impact language and building an internal claims register for marketing, sales and product communications.

Conclusion

ESG finance in Europe is not becoming simple. It is becoming demanding in a different way.

The EU is simplifying parts of the regulatory framework, but that does not remove the need for credibility. SFDR reform shows that labels can become confusing when they are used as marketing shortcuts. AMF and ESMA guidance show that responsible finance language is being watched more carefully.

Buyers are more sceptical, more informed and more likely to ask what sits behind a claim. [1][3][4]

For climate finance platforms, this is not bad news. It is a chance to build better marketing.

The next stage of growth in this category will not come from louder ESG language, prettier impact pages or more urgent compliance campaigns. It will come from companies that can connect claims to evidence, evidence to methodology, methodology to limits, and limits to practical next steps.

That is the real opportunity for sustainable fintech: not to make sustainability sound easier than it is, but to make it easier to understand, verify and act on.

The brands that win will not be the ones that promise the cleanest future in the broadest terms. They will be the ones that help customers make better decisions with clearer data, stronger proof and less confusion.

In impact finance, trust is not a brand value. It is the growth system.

💌 If you want more essays on ethical growth, B2B marketing and trust-led systems, you can join Conscious Growth Dispatch here.

Sources

[1] Council of the European Union, Council signs off simplification of sustainability reporting and due diligence requirements to boost EU competitiveness, 24 February 2026. The Council states that the CSRD scope is narrowed to companies with more than 1,000 employees and above €450 million net annual turnover, while CSDDD applies to companies above 5,000 employees and €1.5 billion net annual turnover.

[2] European Commission, Commission simplifies transparency rules for sustainable financial products, 19 November 2025. The Commission says its proposed SFDR changes aim to make sustainable finance disclosures simpler, more usable for investors and less costly for financial product providers.

[3] European Commission, Questions and answers on the Sustainable Finance Disclosure Regulation review, 19 November 2025. The Commission notes that the complex disclosure requirements under Articles 8 and 9 are being deleted after causing uncertainty and being misused as product categories.

[4] Autorité des marchés financiers, The AMF updates its policy following its decision to comply with the ESMA guidelines on the names of ESG funds, January 2025. The AMF explains that DOC-2020-03 has been amended following ESMA guidelines on funds using environmental, social, governance or sustainability-related terms.

[5] Greenly, Discover Our Sustainable Suite, accessed May 2026. Greenly describes its platform as an all-in-one climate solution for GHG disclosure, product carbon footprint and ESG compliance, and states that it supports more than 3,500 clients.

The post When ESG Labels Are Not Enough appeared first on SAMIN GHIASI | GROWTH MARKETING CONSULTANT | FR/EN.

Building circular systems that value both people and planet.

Every brand is familiar with the word “sustainable.” Many speak of zero waste, circularity, and the next big green initiative. But what if we have been focusing on the wrong target?

Because if circularity only optimises resource flows while leaving behind the people, the labour, and the communities who sustain those flows, then we are merely redesigning waste, not justice.

This post shifts the lens. Ethical creation is not simply about fewer emissions or fewer mistakes. It is about care, justice, and small-scale regeneration. It is about building systems where people and planet thrive together, not one at the cost of the other.[1][2][3]

1. Ecological healing and the invisible economy of care

When discussing the circular economy, we tend to focus on materials, energy, and closed loops. Yet one dimension remains largely invisible: the care work that holds regenerative systems together.

This includes:

• Repairing community structures
• Emotional labour in stakeholder relationships
• Invisible coordination and social glue
• Unpaid or underpaid work, still disproportionately carried by women

Research on just and gender-inclusive circular economies shows that true transition requires developing care awareness and assuming responsibility, not just optimising resource flows.[4][5]

When care is invisible, it is undervalued. When it is undervalued, systems quietly rely on unpaid or low-paid labour and call the result “innovation”.[1][4]

In B2B marketing, agriculture, and supply chains, this raises a fundamental question:

“Who is caring for what remains, and how is that labour valued?“

Reviews of circular economy practices highlight a common blind spot: technical efficiency is advancing, but the social and justice dimensions lag.[2][3]

We cannot regenerate ecosystems while depleting the people who maintain them.

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2. Decentred success and the refusal of extractive metrics

Most modern systems still run on familiar pressure points:
“growth at all costs”, “scale fast”, “max output”.

But ethical creation asks:

What does success look like if it centres justice, redistribution, and human dignity?[3]

Recent work on the social dimension of the circular economy has characterised it as “weak” compared to the technical and economic aspects.[2]

That weakness becomes a blind spot: businesses claim circularity, but do not meaningfully change how value, risk, or power are shared.

So instead of asking only:

• How many leads did we generate?

We might ask:

• How many downstream actors in the value chain gained capability?
• How many small producers benefited from fairer terms?
• How many relationships deepened instead of remaining transactional?[6]

Extractive behaviour—whether in business models, team culture, or client relationships—burns trust. And trust is the foundation of long-term value creation.[3][6]

Circularity without justice is just efficiency in disguise.

3. Small scale as a strength

Big scale is seductive. However, small-scale often allows for deeper connections, local regeneration, and meaningful value flows.

When circular economy models scale without rethinking power dynamics, they reproduce the same extractive logic, just with bigger loops.[3][5]

Small scale is not a limitation. It is a resilience strategy.

Work on just circular transitions shows that two justice dimensions matter:

1. Repairing historic inequalities
2. Anticipating future shocks on workers and industries[5]

Small-scale and place-based systems make this possible. They support:

• Adaptation to local context
• Community participation
• Long-term relationships
• Shared stewardship of land and resources

Example near Paris: regenerative farms that use cover cropping, agroforestry, and rotational grazing regenerate soil, strengthen biodiversity, and build resilience, while maintaining tight links with local communities and markets.[7]

In marketing terms, a campaign built for one local cluster of producers, with care and consultation, may deliver more durable impact than a mass-blast campaign with no roots.

Durability beats reach.

4. A case in practice: Emmaüs and RREUSE

Circular marketing is not just efficient. It is ethical.

RREUSE is a European network of social enterprises working in reuse, repair, and recycling.

It represents tens of thousands of workers, trainees, and volunteers across multiple countries.[8] Their core idea is simple: use circular activities like reuse and repair to create dignified work and fight exclusion.

In the Paris region, Emmaüs Coup de Main operates at the intersection of housing support, socio-professional reintegration, and product reuse. They collect and sort large volumes of second-hand goods each year, with high rates of reuse and recycling, while offering training, contracts, and pathways back into stable work.[9]

These are not just sustainability metrics.

They are justice metrics:

• People trained
• Households stabilised
• Communities supported
• Materials saved from landfill
• Skills and dignity restored

Emmaüs and RREUSE show what circularity looks like when social inclusion and care are part of the loop itself, not a CSR line at the end.[1][3][8]

5. How to act: Four habits for ethical creation

a. Design for care

Build campaigns and systems that explicitly account for the labour of care.
Make visible who cares, how much time it takes, and what support they need.
Design governance and budgets that protect this labour instead of assuming it “just happens”.[4][5]

b. Measure justice, not just efficiency

Alongside classic KPIs, track:

• Fairness of contracts and conditions
• How much value stays local
• Whether relationships and skills deepen over time
• Who gains decision power in the process[1][2]

In B2B marketing, that might mean tracking trust and transparency indicators with clients and partners, not only acquisition costs or impressions.[6]

c. Centre small-scale systems, then scale ethically

Start with local ecosystems and thick relationships.
Learn with one cooperative, one region, one niche community.

Then scale by connecting resilient nodes, not by stripping out relationships for speed.[3][5]

d. Leave tangible resilience behind

Ask of every campaign, service, or partnership:

“What remains when we leave?“

A shared playbook, a training, a new cooperative structure, a repair habit, a pricing practice that protects small producers—these are resilience assets.[10]

If nothing remains except a temporary spike in metrics, then the model is still linear, even if the visuals are green.

How to measure: Signals of ethical creation

To track whether your work moves toward ethical creation, look for:

• Improved labour conditions or stability among people in your value chain[2]
• Longevity of relationships, not just one-off transactions[6]
• Reuse/repair volumes and number of people trained in those activities[8][9]
• Local value retention: how much economic value stays in the region rather than leaking out[1]
• Narrative shifts: Are care workers, small producers, and communities visible in your storytelling, or still invisible?[3]

These indicators show whether your system is becoming regenerative—or simply more efficient at extraction.[10]

Why this matters

Ecosystems include humans, communities, labour, and culture—not only materials and carbon.[1][3]

Without addressing justice, the circular economy risks becoming a cleaner version of business as usual.
In agriculture and B2B supply chains, you are not just selling a product.

You are co-creating capacity, resilience, and social infrastructure.[7][10]

Systems built on extraction eventually crack under pressure.
Systems built on care and shared power endure.[1][3]

Quick actions this week

• Map your value chain: Identify invisible labour and unpaid care sustaining your product or service.[4][5]
• Add one justice indicator to your next campaign’s definition of success (for example, number of small partners involved on fair terms).[1][2]
• Pilot one small-scale initiative with a local partner that intentionally builds relationships and skills, not just reach.[3][7][10]
• Interview one “care worker” in your ecosystem (farm manager, cooperative coordinator, social entrepreneur, repair technician) and put their voice at the centre of a piece of content.[8][9]

Next in the Circular Economy series: Data Without Damage – How to collect less, use it meaningfully, and return value to the user.

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References

[1] Promoting Social Justice through Circular Economy – Circular Economy

[2] The Social Dimension of the Circular Economy – Sustainable Earth Reviews (BioMed Central)

[3] Justice, Equity and the Circular Economy – Taylor & Francis, 2024

[4] Gender and Sustainability in the Circular Economy – Just2CE

[5] Toward a Just Circular Economy – conceptualising environmental labour and gender justice in circularity studies

[6] Ethical and Transparent Marketing in B2B – OrangeOwl Marketing

[7] Effective Regenerative Agricultural Practices in France – South Pole

[8] RREUSE – Re-use and Social Enterprise Network

[9] Emmaüs Coup de Main – Nos actions

[10] Seven Steps to Build a Regenerative Business – Earthly

The post Justice, Care, and the Future of Ethical Creation appeared first on SAMIN GHIASI | GROWTH MARKETING CONSULTANT | FR/EN.

Every year, millions are poured into campaigns that vanish within weeks. A brief spike in traffic, a few clicks, then silence. It is the marketing equivalent of single-use plastic. Expensive, wasteful, and unsustainable.

The circular economy shows us a better way: design systems that reduce waste, reuse resources, and regenerate value. Applied to marketing, it means building campaigns that keep working long after launch. Campaigns that flow back into your ecosystem instead of going to landfill.

And in Europe, especially in France, where consumers are quick to spot waste and demand accountability, this approach is not just smart. It is becoming expected [2]. French organisations such as ADEME have been pushing for resource efficiency for years, and the public conversation is steadily moving in that direction [1][6].

1. The four habits that make campaigns circular

Circular campaigns are built on four habits that reduce waste and increase impact.

a. Create once, use often

Think in modules, not single-use assets. Instead of building one ad for one channel, designs can be cut, remixed, and distributed widely. A single data visual can become:

• A LinkedIn carousel
• A short-form reel
• A slide for webinars
• A static post for forums

This modular mindset saves effort and ensures consistency. Industry research consistently links repurposing to better long-term performance and lower production waste [4].

b. Anchor on evergreen value

Every campaign should orbit a core resource that remains useful: a report, a toolkit, a guide. This hub lives on beyond the campaign and keeps pulling in organic traffic. Guidance from Think with Google (EMEA) also stresses planning for evergreen discovery alongside trending moments [5].

Example: ADEME (France’s Agency for Ecological Transition) publishes sustainability guides, such as Panorama sur l’économie de la fonctionnalité et de la coopération (2019–2023), that journalists, NGOs, and businesses continue referencing months later. That is evergreen in action [1][6].

c. Circulate through networks

Paid ads are fuel, not the engine. The real staying power comes when content moves through trusted communities. In France, that might be CSR associations, local cooperatives, or zero-waste Facebook groups. Shared through them, your campaign carries credibility you cannot buy, and aligns with wider European shifts in the ad ecosystem and trust expectations [2][3].

d. Leave something useful behind

Ask yourself: What remains when the campaign ends? A downloadable checklist, a mini playbook, a replay people can bookmark? That is how campaigns build an asset library instead of a waste heap. Repurposable, keepable assets are a recurring best practice in European content benchmarks [4][5].

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2. A French example in practice

Suppose you are launching a sustainable food brand in Paris. A disposable campaign might offer “10% off organic pasta this week only.”

A circular campaign could:

• Publish a hub guide: Zero-Waste Kitchens in France: 2025 Edition
• Slice it into formats: TikTok recipe reels, Instagram infographics, LinkedIn stats
• Share through eco-bloggers and French food-waste NGOs
• Invite community recipes and hacks to extend reach
• End with a free zero-waste shopping planner that keeps bringing people back

Six months later, the guide is still ranking on search. The planner drives newsletter sign-ups. Community hacks generate ongoing shares.

3. How to measure if a campaign is circular

To move beyond vanity metrics, track signs of durability:

• Reuse rate: percentage of assets repurposed across channels [4]
• Traffic sustainability: visitors to the hub after 30, 60, 90 days [5]
• Engagement lifespan: how long people keep sharing or downloading [4]
• Community contribution: proportion of posts generated outside your team [3]

Benchmarks: industry research shows modular, reusable content sustains traffic and discovery over time; see CMI’s 2025 benchmarks on repurposing and Google’s evergreen guidance [4][5].

In France, recent media and trust research highlights that efficient use of resources and credible communication are increasingly tied to brand strength and consumer expectations [2][7].

4. Ethics first

Circular marketing is not just efficient. It is ethical.

Every notification, every headline, every ad competes for the same scarce resource: attention. Before you launch, ask:

1. Will this still feel valuable in three months?
2. Does it help people act, not just scroll?
3. Does it respect attention as scarce, not free?

When you pass this test, campaigns become more than promotions. They become contributions [2].

Why matters

Circular campaigns compound. They lower acquisition costs, reduce waste, and strengthen brand trust. They protect your team’s energy. And in markets like France, they align perfectly with a culture that values stewardship over excess.

Quick actions this week

• Audit your last three campaigns: Which assets still deliver?
• Choose one evergreen hub for your next launch
• Plan three modular spin-offs from the start
• Create one resource people will want to keep

Next in the Circular Economy series: Justice, care, and the future of ethical creation.

References

[1] ADEME. Panorama sur l’économie de la fonctionnalité et de la coopération (2019–2023).

[2] Edelman. 2025 Edelman Trust Barometer — France Report (PDF).

[3] IAB Europe. Ad-Funding Online Services Report 2025 (PDF).

[4] Content Marketing Institute. B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025.

[5] Think with Google (EMEA). Programming and channel strategy — combine trending and evergreen content for lasting discovery.

[6] ADEME. Panorama national et pistes d’action pour l’économie de la fonctionnalité (resource page).

[7] Kantar Media. Media Trends and Predictions 2025 (PDF).

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Dashboards lie. Traffic climbs, campaigns launch, features roll out. On the surface, everything appears to be fine. Yet underneath those tidy charts, most funnels are quietly losing value. Prospective customers get close to a first win, then drift away. Budgets evaporate. Teams work late and wonder why nothing sticks.

Here’s the uncomfortable reality: most growth problems aren’t about attracting more people. They’re about keeping the people you already have. Leaks waste money, energy, and attention. They also erode trust, which is the foundation of any sustainable brand.

The good news? You can locate your biggest losses. No specialist software. No complicated models. Just a practical audit that respects users’ time and turns waste into progress.

1) Choose a North Star that measures real value

Funnels fail when they chase shiny but hollow outcomes. Page views, impressions, and raw sign-ups look impressive yet say little about whether anyone benefited.

Start by finishing this sentence:

We succeed when __________ because users __________.

Pick a North Star where business results and user well-being overlap. Two simple examples:

• We succeed when people publish their first project because they feel genuine creative ownership.
• We succeed when new customers connect their bank account because they can see real financial insight.

💡 A clear North Star forces honest trade-offs. It keeps the team focused on value, not theatre. It also exposes where value slips away.

A broad, external sense-check helps here. A typical landing page conversion hovers around the mid-single digits across industries. Consider 6.6% a rough median baseline, not a target [1].

2) Capture your funnel as it actually behaves

Create a 30-day snapshot. Accuracy can improve later. Direction is what matters now.

If you can’t fill a row, that’s not a failure. It’s a finding. Add the gap to your instrumentation list and move on. You can only fix what you can see.

3) Put numbers on the losses

At each stage, ask two simple questions:

1. How many people fall away here?
2. What does that loss cost us in money, time, or trust?

A quick illustration:

• 10,000 qualified visits
• 15% activation
• Roughly 8,500 people don’t reach the first value

If an average customer is worth £100 over their lifetime, that equates to £850,000 of potential monthly value left on the table. More importantly, thousands of people gave you attention and left without benefit. That damages credibility and drains morale.

Fixing leakage isn’t just commercial hygiene. It’s an ethical practice.

4) Pick three focused changes that help users as well as the business

Resist the urge to fix everything. Choose three precise hypotheses you can ship now. Use a clean format:

“If we ______ then ______ because ______.”

Add one ethical filter: does this reduce friction and increase clarity for the user, not just bump a number for the quarter?

Practical experiments to start with:

a) Build trust early. If we place three client logos and one short, authentic testimonial above the fold, more people will proceed because visible proof reduces uncertainty [2]. Why it’s ethical: genuine transparency, not pressure tactics.

b) Shorten the form. If we reduce the sign-up form from seven fields to four, completion will rise because unnecessary fields create drop-off [3]. Why it’s ethical: respect for people’s time and privacy.

c) Match the message. If the landing page headline echoes the wording in our best-performing ad, more visitors will convert because expectations are met rather than disappointed [3]. Why it’s ethical: consistency avoids bait-and-switch dynamics.

d) Guide activation on Day 0. If we send a plain-text quick-start email immediately after sign-up, more users will complete setup because we meet them while motivation is high [4]. Why it’s ethical: we help people realise value promptly, without tricks.

5) Prioritise without overthinking

Use the ICE method. Score each idea from 1 to 10 for:

• Impact: How much could it move the North Star
• Confidence: How strong the evidence is
• Ease: How quickly it can be shipped

Multiply Impact by Confidence and divide by Ease. The highest scores go first. If ideas touch very different audience sizes, add Reach and use RICE. Don’t let scoring become a performance.

6) Create one page everyone reads

Forget a dozen dashboards. Build a single page that guides decisions:

• Top: your North Star and the current number
• Middle: three funnel metrics with a simple status colour for each
• Bottom: three active experiments with owner, target, and review date

This becomes the weekly agenda. No data theatre. No guessing. For product teams, external benchmarks are useful context rather than commandments. Amplitude’s public benchmark hub is a handy reference for activation and retention patterns by product type [7].

7) Run the ethics check before you ship

For every change, ask three questions:

1. Does this save the user’s time?
2. Does this make the journey clearer?
3. Does this respect attention as finite, not free?

If the answer is no, you’re not fixing a leak. You’re relocating waste. In 2025, trust remains a central growth lever. The Edelman Trust Barometer shows how trust dynamics influence behaviour across markets and sectors [5]. A funnel that protects trust reduces long-term costs.

To maintain that trust, measure the right behaviours. Generic metrics won’t tell you if people actually reached value. Track the specific micro-events that mark progress, then use them to guide design decisions [6].

8) A concrete example you can adapt

North Star: Weekly Activated Users

30-day snapshot:

• Qualified sessions: 10,000
• Activation: 15%
• Week-4 retained: 25%

Largest loss: 8,500 visitors don’t reach first value

Three active experiments:

1. Client logo strip under the hero. Target: +3 percentage points activation. Stop if bounce rises above 65%. Owner: Marketing.
2. Four-field sign-up form. Target: +2 percentage points activation. Stop if error rate doubles. Owner: Product.
3. Day-0 quick-start email. Target: +2 percentage points activation. Stop if unsubscribe exceeds 2%. Owner: Lifecycle.

Review date: two weeks from today. Decide to ship, iterate, or stop.

Why this matters

Patch the obvious holes and you’ll need less traffic to grow. Spend drops. Churn eases. Teams stop firefighting and start improving the product. Most importantly, customers experience value faster and with less friction. That’s what ethical growth looks like in practice: fewer broken promises, more durable relationships.

Start your list for this week

□ Fill the 30-day table with your best available numbers
□ Select two experiments and write short test cards
□ Book a 30-minute review in 14 days to decide
□ Assign named owners for each test

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References

[1] Unbounce. “What is the average landing page conversion rate?” Q4 2024 median of 6.6% across industries.

[2] Unbounce. “Conversion Benchmark Report 2024.” Insights drawn from 57M conversions and 41K landing pages, including the role of clarity and proof.

[3] Baymard Institute. “Checkout Optimisation: 5 Ways to Minimise Form Fields.” Also see Unbounce “Landing Page Best Practices” section on message match.

[4] Braze. “Why Email Marketing Is Important for Your Cross-Channel Strategy.”

[5] Edelman. “2025 Edelman Trust Barometer. Global Report.”

[6] Nielsen Norman Group. “Unlock Powerful UX Insights with Custom Events in Analytics.”

[7] Amplitude. “Benchmark Your Digital Product Performance.”

The post Stop the Leaks: Your 60-Minute Funnel Waste Audit appeared first on SAMIN GHIASI | GROWTH MARKETING CONSULTANT | FR/EN.

How modern business quietly erodes ecosystems, trust, and time.

Walk into any boardroom, flip through a pitch deck, or scan the latest product launch announcement. Underneath the polished metrics and bold projections, you’ll find the same relentless drumbeat: growth.

Always more. Faster, bigger, louder.

“Beneath those sleek KPIs and ambitious targets, something essential is quietly disappearing—ecosystems, wellbeing, and the trust that makes sustainable business possible. All that growth begs the fundamental question: growth toward what?“

This isn’t about rejecting ambition. It’s about recognising what gets sacrificed when business follows a straight line: extract, scale, discard.

1. Extraction, dressed up as innovation

When we hear “extraction,” we picture oil rigs and strip mines. But the same logic runs through digital platforms that harvest attention, agencies that burn through junior talent, and startups that treat people as scalable resources.

Consider the now-familiar pattern: hire 50 people in six months, then lay off 30 when funding tightens [1]. Or agencies that drain their teams during campaign season, calling it agility. These aren’t aberrations; they’re features of a system designed to extract value as quickly as possible.

This extraction mindset shows up everywhere:

• Tech companies are shipping fast without thinking through the consequences
• Marketing teams are automating before they understand their audience
• Sales organisations are chasing numbers with no time to build real relationships

For leaders navigating these pressures, these aren’t abstract critiques. They’re the daily tensions behind every quarterly goal; the impossible balance between growth targets and the human cost of achieving them.

2. The hidden burnout tax

Modern workplaces rarely acknowledge the emotional overhead of constant scaling.

Yet the signs are unmistakable: productivity theatre masquerading as actual results, endless Slack threads bleeding into personal time, creative professionals quietly checking out.

Hyper-growth cultures celebrate grit and output, but underneath, meaning erodes. People become metrics. Time becomes overhead. The best ideas get crushed by urgency.

“Strategy shaped by investor urgency, not customer care. Speed over substance. Talent quietly disengages until they eventually walk away.“

Research shows that 75% of employees who survive layoffs report increased anxiety and diminished trust in leadership [2]. This is a design flaw in how we build companies [3].

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3. Convenience that shifts the real cost

In today’s business environment, convenience usually means someone else is paying the price. That seamless customer experience? It’s built on warehouse workers tracked by algorithms through 10-hour shifts.

Those AI tools that promise efficiency? They’re powered by energy-intensive data centres and precarious labour hidden from view [4].

When convenience becomes the primary metric, the true costs get pushed elsewhere:

• Gig workers are absorbing all the market uncertainty
• Employee mental health is sacrificed to content production cycles
• Environmental impact externalised beyond the balance sheet

These hidden costs don’t disappear; they compound. What starts as frictionless efficiency eventually becomes systemically unsustainable.

4. Time for circular thinking

Circularity isn’t just about recycling materials. It’s about designing business systems that regenerate rather than deplete—where people, ideas, and resources can renew themselves instead of burning out.

This requires different questions:

• What if regeneration is a key performance indicator?
• What if we optimise for connection, not just conversion?
• What if businesses strengthen the conditions they depend on?

Some companies are already experimenting with this approach. Patagonia built its resale and repair programmes into a core strategy, making product longevity a competitive advantage [5]. In B2B, cooperative platforms like Enspiral prioritise shared value creation over extraction.

Bio-innovation is opening new doors: Mycelium-based pioneers Ecovative are redesigning packaging and textiles from fungal roots—growing materials that biodegrade naturally and replace plastics in high-impact sectors.

These aren’t just greener alternatives, but proof that regenerative design can scale [6].

“The real waste isn’t inefficiency, it’s building a future on systems that systematically undermine the conditions for long-term value creation.“

Growth can be circular instead of linear. Regenerative instead of extractive. Resilient by design.

Next in the Circular Economy series: Designing Circular Campaigns in France: Building Marketing That Lasts

References

[1] Wired. The Startup Hiring Frenzy That Backfired. 2024.

[2] HRD Connect. The other side of layoffs – survivor’s guilt. 2024.

[3] LeadDev. Burnout is on the rise as layoffs reshape the tech industry. 2025.

[4] Spotlight. Growing pains in scale-ups: How scaling affects new venture employee burnout and job satisfaction. 2024.

[5] Patagonia. Circular Economy Award at Davos. 2017.

[6] Ecovative. Scaling mycelium tech for packaging and fashion. 2024.

The post The Invisible Waste of Linear Growth appeared first on SAMIN GHIASI | GROWTH MARKETING CONSULTANT | FR/EN.

In this guide:
– 4 signs your stack is hurting growth
– 5 principles for ethical tools
– Best tools for startups
– Real cost comparison
– How to choose ethically
– What not to do
– Case study: TechFlow
– FAQs

📬 Join The Conscious Growth Dispatch. Monthly updates on ethical tools and sustainable growth strategies — straight to your inbox.

Your startup just hit 50,000 users. But your marketing data is scattered across a dozen different tools.

You’re wrestling with endless integrations, privacy compliance headaches, and a budget that’s bleeding from underutilised software.

Sound familiar? You’re not alone.

In 2025, your Martech is a strategic reflection of your startup’s values, agility, and future-readiness.

4 Signs your martech stack is hurting your growth

Here’s how to tell if your existing tools are creating more problems than they solve:

a. Data silos are blocking real insights

Your customer journey is a black box because your CRM, email, and analytics tools don’t talk to each other. You’re constantly exporting CSVs, running VLOOKUPs, and still not getting a complete picture.

A 2024 IBM report noted that while 97% of Salesforce customers collect diverse data, only 24% leverage it effectively to unify customer experiences [1].

b. Consent confusion is putting you at risk

Your cookie banner is more confusing than helpful, and you’re unsure if your tracking methods genuinely respect user privacy. That leaves you open to fines and reputational damage.

European regulators issued substantial fines for GDPR breaches in 2023–2025, including a €1.2 billion penalty for Meta Platforms Ireland [2, 2a].

c. You’re paying for tools you barely use

Enterprise tools are powerful, but only if used fully. Many startups pay for advanced features they never touch, leading to bloated stacks and wasted budget.

The Flexera 2025 State of the Cloud Report found that underused SaaS tools are one of the biggest sources of financial waste for teams [3].

d. Vendor lock-in is killing your agility

Afraid to switch tools because your data is trapped?

This loss of flexibility makes your team slow, stuck, and dependent on vendors who don’t prioritise your values. Vendor lock-in is a persistent global issue that limits innovation and increases long-term costs.

An ethical stack, by contrast, is lean by necessity. It embraces a privacy-first architecture, designing systems that genuinely respect user data and move beyond intrusive tracking [5].

5 guiding principles for designing your ethical stack in 2025

Adopt these core principles to build a Martech stack that scales with integrity and truly reflects your values.

• Start lean: Fewer tools mean less complexity, faster onboarding for new teammates, and clearer insights into your operations. Every tool should serve a clear, strategic purpose.

• Own your data: Choose platforms that empower you with full data portability and don’t monetise or hoard your information. This is a fundamental aspect of data sovereignty and vital for future flexibility, as enshrined in GDPR Article 20 [8].

• Think modular: This flexibility allows you to build a system that truly fits your unique needs, rather than being forced into a rigid, all-in-one solution [6].

• Prioritise support: Especially for small teams, reliable support and easy-to-understand documentation are invaluable for smooth operations and quick problem-solving. This reduces reliance on expensive external consultants.

• Audit quarterly: Regularly review which tools are truly being used. If you can’t explain your entire Martech stack to a new team member in five minutes, it’s likely too complicated.

Thoughtful tools for lean, ethical teams

Here’s a curated list of tools that embody the principles of a lean, for their ease of use, transparent policies, and minimal environmental and data impact for small B2B teams:

Note: Monthly costs are approximate for basic plans. Conversion rates from other currencies are approximate.

What this costs: ethical vs. traditional

By avoiding bloat and prioritising open-source or lean-SaaS options, you can dramatically cut costs while gaining more control:

• A “Traditional” bloated stack: Often starts at €1,000 – €5,000+ per month for a scaling startup, including licences for enterprise CRMs, advanced analytics, marketing automation platforms, and various add-ons [3].

• A Lean, ethical stack: Can range from €150 – €600 per month for comparable functionality. You pay for what you use, minimise unused features, and benefit from transparent, often lower, pricing models.

• The open-source software market alone is projected to grow to nearly €49 billion in 2025, indicating widespread adoption due to its cost-effectiveness and flexibility [7].

Your checklist for ethical martech selection

Before integrating any new tool into your stack, make sure it passes this crucial ethical litmus test:

✅ Is it GDPR/ePrivacy compliant by default, protecting user data from the outset? This is non-negotiable for operating in the EU/EEA and serving European customers, with ongoing robust enforcement [2].

✅ Are data export and deletion processes straightforward and user-friendly, giving you full control over your information? Data portability is a key GDPR right, empowering users to move their data between services as per Article 20 [8].

✅ Does the user experience (UX) genuinely avoid dark patterns that subtly manipulate consent? European consumer protection authorities, coordinated by the European Commission, have actively targeted websites employing such deceptive practices, with the EDPB publishing specific guidelines on this [9, 9a].

✅ Does the company openly publish climate or ethics reports, demonstrating genuine transparency about its impact? Consumer and B2B buyers in Europe are increasingly valuing sustainability in their purchasing decisions, making carbon-aware tooling a growing consideration [5a, 11b].

✅ Can the tool be self-hosted or easily swapped out if needed, ensuring you’re never locked into a single vendor? This maintains your strategic flexibility and helps navigate data residency requirements within the EU.

Remember, tools don’t need to be perfect; they need to be intentional.

5 Expensive mistakes most startups make with their stack

Building an ethical stack isn’t just about what you include, but also what you consciously avoid:

a. Buying “all-in-one”: These often lead to expensive, unused features and unnecessary complexity that overwhelms small teams. Startups frequently overestimate their initial needs and commit to costly, bloated solutions, as highlighted in numerous SaaS spend reports [3].

b. Ignoring data gravity: Without understanding where your data resides, who has access, and its full lifecycle, you risk compliance breaches and security vulnerabilities.

c. Failing to set clear team usage policies: Even ethical tools can be misused or underutilised without clear guidelines on how, when, and by whom they should be used.

d. Blindly copying what VC-backed peers use: Their needs, budget, and risk tolerance are vastly different from yours. Build a stack for your business, not someone else’s.

e. Assuming ethical equals expensive: This is a common myth. As shown above, many privacy-first, lean tools are more affordable than their data-hungry, enterprise counterparts, proving that ethics and economics can align, particularly within the competitive European SaaS market [7].

How “TechFlow” cut costs and built trust

A startup stuck in martech chaos

Consider the journey of “TechFlow”, a fast-growing SaaS startup based in Dublin, Ireland. Like many early-stage teams, they built their Martech stack on the fly, adding tools ad hoc as needs popped up.

Over time, this led to serious issues:

• Fragmented data across CRM, analytics, and automation tools
• Mounting GDPR compliance concerns
• A monthly software bill exceeding €1,400
• User trust is eroding due to messy cookie banners

The decision to reset and rethink

They made a bold move: a full-stack audit focused on ethics, interoperability, and lean systems.

They replaced their legacy CRM with Folk, switched to Plausible Analytics for privacy-first insights, and adopted Webmecanik, an open-source European marketing automation tool based on Mautic [4.1, 4.2].

Results worth talking about

The impact was immediate and measurable:

• Tools reduced from 12+ to just 7
• Monthly spend dropped by 55% (from €1,400 to around €630)
• 20% increase in explicit marketing consent
• 25% faster campaign setup and analysis times

Their team regained focus, user trust improved, and the stack finally aligned with their values and goals.

“Beyond the direct savings, the move fostered a more transparent relationship with their users, leading to better data and smarter decisions.”

Ethical marketing begins with the very systems you use every day. If your Martech stack is bloated, leaky, and extractive, your campaigns will likely reflect those same issues.

Note: While “TechFlow” is a fictional entity, this case study is grounded in common challenges faced by European startups today.

FAQs about the ethical martech stack

Is a smaller stack always better?

Not always — but generally, fewer tools mean fewer risks, faster onboarding, and clearer workflows. It forces you to be more intentional with every choice.

How do I know if a tool is “green”?

Look for transparency around hosting, compute intensity, and carbon disclosures.

In Europe, initiatives like the Corporate Sustainability Reporting Directive (CSRD) are pushing for greater visibility into digital carbon footprints. First reports for 2024 data are due in 2025, with additional guidance from agencies like ADEME [11, 11a, 11b].

Can I USE these types of tools?

Absolutely. Real growth doesn’t come from stacking more tools; it comes from building smarter systems.

When your tools are interoperable and your workflows efficient, you create a foundation that scales naturally. By layering intentional processes around lean, ethical tools, startups can grow sustainably, even across complex and diverse European markets.

SOURCES:

📬 Join The Conscious Growth Dispatch. You’ll get regular updates on the latest ethical tools and proven strategies for sustainable growth, delivered straight to your inbox!

The post Ethical Martech Stack: Startup Guide for Europe & Beyond appeared first on SAMIN GHIASI | GROWTH MARKETING CONSULTANT | FR/EN.

Your monthly ethical growth marketing newsletter

For B2B founders, marketers, and lean teams who refuse to choose between growth and values.

No vanity hacks. No soulless automations. Simply practical insights into how ethical and environmentally responsible brands are scaling — and how you can, too.

Every edition delivers:

• Tactical breakdowns of real growth experiments (cold email, SEO, dark social, etc.)
• Tool and stack audits with a conscious lens (privacy, carbon impact, longevity)
• Fresh commentary on sustainable marketing trends and team design
• Smart systems, Notion dashboards, and lean campaign ideas (like “Notion dashboard: Track retention without drowning in data”)

“Whether you’re leading growth at a mission-driven startup or building a solo venture that reflects your ethics, this is built for you.”

Who this is for

You’re in the right place if:

• You’re tired of the Growth culture that rewards short-term wins over long-term trust
• You want to build systems that scale ethically
• You care about real data, thoughtful tooling, and signal over noise
• You believe sustainability, transparency, and digital responsibility aren’t optional

Subscribers include B2B founders, ethical DTC operators, growth strategists, marketers in climate, impact, SaaS, and Web3.

Recent topics covered:

• “Why ethical brands are winning the retention game”
• “Why scaling fast isn’t the flex it used to be”
• “The haunted cost of AI: How much water are your tools wasting?”
• “Cold email vs. dark social: Where should early-stage startups invest?”

Who I am

I’m Samin Ghiasi, a Paris-based growth strategist helping ethical startups build smarter systems in B2B.

I’ve helped ethical and climate-conscious startups build growth systems that scale without burning out their teams or the planet. I write, test, and work hands-on with tools and strategies that respect both people and ecosystems.

This newsletter is where I share what works (and what to skip).

Subscribe for free

If you’re ready to building sustainable, values-aligned growth, join me. Subscribe to “The Conscious Growth Dispatch”

Delivered monthly to conscious marketers. No AI filler. No sponsored junk. Just clarity, context, and strategy you can actually use.

The post Welcome to the Conscious Growth Dispatch appeared first on SAMIN GHIASI | GROWTH MARKETING CONSULTANT | FR/EN.

“Cold outreach isn’t dead. It’s just evolving.”

For years, cold emails were the domain of spammy subject lines and soulless automation. But in 2025, ethical brands are rewriting the rules.

Bonus post to close out the July blog series on The Growth Ethos. Subscribe here to be updated for September content!

1. Why traditional cold outreach fails (and fast)

Nearly eight in ten B2B buyers say that most of the outreach they receive feels irrelevant or misaligned with their needs [1].

The root issue isn’t just volume, it’s trust erosion. Tactics like fake “follow-ups,” misleading subject lines, or copy-paste introductions have made cold email synonymous with spam.

“Excessive bounce rates and low engagement now threaten your sender reputation more than ever.“

The real cost? Deliverability collapse, brand dilution, and teams wasting hours chasing leads that were never aligned to begin with.

2. The 3 pillars of conscious cold emailing

These aren’t constraints, they’re filters for quality. Ethical is simply smart.

3. From extractive to value-led: cold email examples

❌ The extractive version (don’t do this)

Subject: Quick call?
Hi [FirstName],
I help companies like yours scale. Got 15 minutes this week?

This lacks intent, substance, and reason to reply. No context. No relevance. Just noise.

✅ The conscious version (real tone, real intent)

Subject: Curious how you’re approaching [X]?
Hey [FirstName],
I came across your [recent project/article/post]. I work with ethical brands facing similar [challenge] and thought a short idea might support what you’re building.
Would it be helpful if I sent it over?

Key ingredients: curiosity, context, consent.

This approach acknowledges the recipient’s world before introducing yours; the foundation of respectful outreach.

4. Tooling for authenticity

The right tech stack safeguards your reputation.

• Lemlist – Enables personalisation (images, videos) at scale [2]
• Apollo – For segmentation and cleaner data
• Bouncer – Scrubs lists to prevent spam flags
• HubSpot CRM – Tracks conversations considerately

Also important: Set up your SPF/DKIM records properly. Failing to authenticate your domain can kill deliverability before you send your first email [3].

5. What ethical brands do differently

In conscious outreach, every touchpoint reflects long-term values:

• Ask permission before pitching
• Always include an opt-out (even manually)
• Use copy that has your tone of voice
• Follow up with care, not pressure
• Track engagement that signals trust, not just opens

Pro tip: Link your outreach to something useful, like a short resource or invite, not a sales deck.

6. Metrics that matter in 2025

These numbers move the needle:

• Reply rate > Open rate
• Positive response rate
• Lead-to-qualified ratio
• Reputable markers – newsletter signups, social shares, return replies
• Unsubscribe rate – yes, track it. A low opt-out rate signals relevance

7. Conscious cold emailing at scale

Ethical outreach is possible, but only when your systems reflect your support.

• Segment by behaviour and values, not just company size
• Don’t add pictures!
• Add human context to every step
• Automate reminders, not relationships
• Only send when there’s a clear reason to reach out (lead socring)

Example:

Instead of pushing a product demo in the first email, share a short audit or insight based on something they published.

E.g.: “I noticed your team launched [X feature] last month — here’s a quick teardown on how similar companies increased adoption post-launch.”

Why it works: It shows you’ve done your homework, offers insight without asking for anything, and invites a thoughtful exchange (rather than a pitch).

Build a community (yes, again)

If you’re building something meaningful, treat outreach as an extension of your product, one that is thoughtful, intentional, and clear.

Respect your reader. Provide a real contribution. And trust that the right leads will respond.

SOURCES

[1] LinkedIn B2B Trends Report 2024 – “Why most cold outreach fails”
[2] Lemlist – “How to personalise cold emails with dynamic visuals”
[3] Google Postmaster Tools – Email authentication best practices

THIS SERIES IS COMPLETE (really, this time)

This bonus post concludes The Growth Ethos — a 10-post exploration of smarter, more sustainable growth in 2025.

If you’re new here, here’s what you’ve missed:

• Part 1: Growth Marketing 101 (2025 Edition): A Conscious Marketer’s Guide
• Part 2: Why Vanity Metrics Are Dying (and What to Track Instead)
• Part 3: How to Build a Sustainable Growth Engine Without Burning Budget (or the Planet)
• Part 4: Circular Growth Loops Are the Future of Ethical Marketing
• Part 5: 6 Martech Tools Every Ethical Brand Should Be Using This Year
• Part 6: From Scarcity to Stewardship: The New Psychology of Conscious Consumers
• Part 7: Dark Social and Micro‑Communities: How Sustainable Brands Are Winning Trust
• Part 8: Sustainable Paid Media: How to Align Ads with Purpose in 2025
• Part 9: SEO for Good: Content That Powers Purpose and Growth
• Part 10: B2B : 5 modèles européens qui réinventent la concurrence

BUILD WITH INTEGRITY

Thanks for following along this summer. If you’re building your community — I’d love to stay in touch.

📬 Subscribe to the newsletter to receive new posts when the next series starts in September.

The post 🎁 Bonus: The Conscious Marketer’s Cold Email Playbook appeared first on SAMIN GHIASI | GROWTH MARKETING CONSULTANT | FR/EN.

Part 7 of the July blog series on The Growth Ethos. Subscribe to follow it.

B2B growth doesn’t begin with paid ads. It starts with trust in private channels—a report dropped into Slack, a product link shared in WhatsApp, or a recommendation inside a founders’ forum.

“If your metrics look good but your leads feel cold, you’re likely missing the conversations that matter most.“

Here’s how sustainable brands gain traction in the unseen corners of sharing.

1. Why invisible referrals are reshaping B2B

Dark social describes content dropped into private, untrackable channels: Slack, WhatsApp, email, or internal DMs. It shows up in Google Analytics as “direct” traffic—but it carries real intent.

No tracking codes. No referral tags.

A cautionary example? Astronomer. When their CEO and head of HR were captured on a Coldplay kiss‑cam, it wasn’t just external media that blew up. It was private chatter. WhatsApp groups, ESG forums, LinkedIn DMs—all amplifying reputational risk before any public crisis management began.

Astronomer responded with a tongue‑in‑cheek video featuring Gwyneth Paltrow, hilarious in concept, strategic in deflection [4].

According to Forrester, 82% of B2B buyers trust information from internal colleagues and management far more than external marketing content or social platforms [1]. These invisible exchanges are where decisions form, or fall apart.

2. Why sustainable brands thrive in hidden networks

Backchannel buzz thrives on quiet resonance:

• A procurement head flicks your ESG scorecard into their team Slack
• A sustainability director forwards your case study to a colleague
• An operations lead drops your framework into closed channels

Research consistently shows that most B2B buyers begin their journey through referrals rather than direct vendor outreach [2]. 72% of buyers choose vendors aligned with their company’s ESG values [3].

3. How to design content that moves in silence

You can’t measure dark social directly, but you can optimise for it.

a. Make content forwardable.
Frameworks, checklists, case studies—tactical assets readers want to share with colleagues.

b. Signal the mention.
Phrases like “Worth forwarding to your ESG lead?” invite internal sharing more than scripting a call‑to‑action ever could.

c. Track indirect impact.
Unexplained direct traffic spikes often trace back to internal networks. Use forms or survey prompts: “How did you hear about us?”

d. Show up inside small, curated groups.
Slack channels for sustainable procurement. Invite-only forums for climate leaders. Instead of broadcasting, listen and contribute value.

e. Nurture real influencers.
Identify people who frequently refer you. Send them early access or behind‑the‑scenes content. Thank them personally. Build genuine rapport.

It’s all about making yourself easy to recommend.

4. What this looks like behind the scenes

A clean‑tech SaaS offers an emissions reporting checklist. One subscriber forwards it to their legal team. That team posts it in a Discord channel. Within days, three demo requests arrive—none tagged to a campaign.

Another example, when a circular economy startup joins peer-to-peer threads: a participant quietly mentions their tool to colleagues. The following week, two procurement teams reach out. No ads. Just value shared privately.

These paths don’t show up in attribution models, but they deliver impact all the same.

5. How to measure what can’t be tracked

Dark social doesn’t fit neatly into traditional funnels; you can still gauge its power.

• Monitor branded search trends: an uptick after content drops or podcast appearances is a signal.
• Ask directly: in discovery calls or form fields, ask people how they heard about you. Include “someone shared this with me.”
• Track engagement quality: expect longer session durations and faster progression after dark-social-driven visits.
• Survey customers post-conversion: ask if a colleague recommended you.

Don’t ignore the shadow funnel. Let it inform how you build growth.

6. What to take from this

Unseen sharing is where modern B2B decisions happen.

• 77.5% of B2B buyers forward privately [1]
• 84% trust peer referrals over brand content [2]
• Buyers increasingly favour vendors aligned with their ESG goals—especially in procurement and compliance teams.

“When I launched a sustainability audit template last year, it didn’t go viral. But a week later, I saw a spike in direct traffic and inbound messages from legal and operations teams.

Turns out someone had dropped it into a climate messaging platform. That one anonymous share led to three qualified leads and a podcast invitation. None of it tracked, yet all of it mattered.”

If your content, product, and values can’t earn credibility in closed networks, you won’t earn deals either.

REFERENCES

[1] Forrester. B2B Buyers Rate Their Most Trusted Information Sources, 2025.
[2] Harvard Business Review summary via SalesLion. 84% of B2B buyers start the purchasing process with a referral, 2024.
[3] Gartner. Supply Chain Sustainability & ESG Buying Trends, 2025.
[4] CBS News. Gwyneth Paltrow hired as Astronomer’s “very temporary” spokesperson after Coldplay kiss-cam scandal, July 2025.

WHAT’S NEXT IN THIS SERIES

This is part 7 of The Growth Ethos, a 10-post series exploring smarter, more sustainable ways to scale in 2025.

Coming next:
→ Sustainable Paid Media: How to Align Ads with Purpose in 2025

LET’S BUILD SOMETHING BETTER

If you’re building a product, service, or strategy that values long-term trust and responsible growth—this series is for you.

📬 Subscribe to the newsletter and get each new post delivered as it drops. No noise, just real thinking in motion.

The post Dark Social and Micro‑Communities: How Sustainable Brands Are Winning Trust appeared first on SAMIN GHIASI | GROWTH MARKETING CONSULTANT | FR/EN.