Sustainable Marketing and Consumer Trends

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

• Create marketing strategies supporting circular business models
• Identify motivators and barriers of sustainable consumer behavior
• Analyze the influence of company purpose and values on sustainability branding
• Apply policy and market trend knowledge to sustainability messaging

• Basic computer and internet skills
• Ability to read course instructions in English and complete short practice activities