Green Is the New Gold: My Personal Journey Through Switzerland’s Sustainable Marketing
When I moved to Zurich earlier this year, I was excited but also a bit apprehensive. With over 14 years in global marketing and branding, I considered myself well-versed in the industry’s latest trends. Yet, as I settled into my new Swiss surroundings, I began to notice something different, something that both intrigued and inspired me. Sustainability here wasn’t just a buzzword or a line in a corporate responsibility report; it was a way of life, deeply embedded in the very fabric of marketing and business strategies.
One sunny afternoon, while sipping coffee by Lake Zurich, it hit me: Switzerland is quietly leading a green marketing revolution. And it’s not just about saving the planet; it’s reshaping how brands connect with consumers on a fundamental level. Join me as I share my personal discoveries and insights into how Swiss companies are turning green into the new gold.
Falling into the Swisstainable Movement
My first real encounter with Swiss sustainability came during a weekend stroll in Zürich. I noticed a small sign outside a hotel: “Swisstainable.” Curious, I stepped inside and struck up a conversation with the receptionist. She explained that Swisstainable is an initiative launched by Switzerland Tourism in 2021 to position the country as the world’s most sustainable travel destination [1].
What amazed me was the collective commitment. Over 2,300 tourism organizations have joined, each integrating eco-friendly practices into their operations. From reducing energy consumption to promoting local culture, it felt like everyone was rowing in the same direction. This wasn’t just a marketing ploy, it was a nationwide movement with real substance.
Discovering NIKIN: Where Fashion Meets Forests
Not long ago, a friend invited me to a pop-up event for NIKIN, a sustainable fashion brand I’d never heard of. The clothes were stylish yet understated, but what really caught my attention was their mission: for every product sold, they plant a tree [2].
Since 2016, they’ve planted over 2.2 million trees worldwide. Among their latest projects, a sweater made from recycled jeans, part of an initiative to close the textile loop [3]. As someone who’s seen many brands talk the talk, it was refreshing to meet people who genuinely walk the walk.
Running Towards Sustainability with On
I’m not really an avid runner, I’m more like a wannabe casual-runner, but still I was thrilled to discover On, a Swiss company revolutionizing athletic footwear. I was intrigued by their Cyclon program [4]. The concept is simple yet groundbreaking: you subscribe to receive fully recyclable running shoes made from castor beans. After about 600 km of pounding the pavement, you send them back, and they recycle the materials into new shoes.
Somehow you feel part of something bigger. It isn’t just about high-performance gear; it’s about embracing a circular economy. If running is your personal passion, now can also be like a small contribution to a more sustainable world.
Walking the Tightrope of Green Marketing
Of course, not everything is rosy. Switzerland has some of the strictest regulations on green marketing to combat greenwashing. In December 2023, the Swiss Unfair Competition Commission released new guidelines requiring that all environmental claims be clear, truthful, and backed by evidence [5].
I heard stories from fellow professionals about the challenges these regulations pose. Yet, the consensus is positive. The stringent guidelines push brands to be genuine, fostering greater trust with consumers. It’s a delicate balance, but one that ultimately elevates the entire industry.
The Swiss Consumer: Demanding and Discerning
Perhaps what’s most compelling is the Swiss consumer themselves. A Deloitte study revealed that 89% of Swiss consumers under 35 plan to change their behavior to be more sustainable [6]. This isn’t just a trend, it’s a significant shift in consumer behavior.
I noticed this mindset even during casual conversations at local cafés and markets. People here are informed and expect transparency and authenticity from brands. They’re willing to pay a premium for products that align with their values, pushing companies to raise their game.
Campaigns That Hit Home
One campaign that stood out was the “No Drama” ad featuring Roger Federer and Robert De Niro [7]. The humor was spot-on, but more importantly, it showcased Switzerland’s natural beauty without resorting to clichés. It subtly promoted sustainable tourism by highlighting untouched landscapes and the serenity that comes with preserving them.
Similarly, Nestlé’s “RE” initiative caught my eye. Focusing on reducing, recycling, and repurposing packaging materials, Nestlé is setting ambitious goals for sustainability [8]. Given the company’s global influence, such efforts can have a significant ripple effect.
Why Switzerland Leads the Way
So, what sets Switzerland apart? From my observations, it’s the integration of sustainability into the very core of business strategies. It’s not an afterthought or a marketing gimmick, it’s a fundamental principle that guides decisions at every level. This holistic approach, combined with stringent regulations and a demanding consumer base, creates a unique environment where only the genuinely committed thrive.
Switzerland’s sustainable marketing landscape challenged me to rethink traditional marketing approaches and consider how genuine sustainability can create deeper connections with consumers.
If there’s one takeaway, it’s this: sustainability isn’t just good for the planet, it’s good for business. And Switzerland is proving that with innovation, authenticity, and a collective commitment, we can redefine what’s possible in marketing.
I’d love to hear your thoughts. Have you experienced any brands that authentically embrace sustainability? How do you think other countries can learn from Switzerland’s approach? Let’s keep the conversation going. Please comment below, share this article, and subscribe to “Swiss Marketing Outsider” for more insights into this fascinating journey.
References
[1] Switzerland Tourism. (2021). “Swisstainable Initiative.” https://www.myswitzerland.com/en-ch/planning/about-switzerland/sustainability/
[2] NIKIN. (2023). “Sustainable Fashion Label.” https://www.nikin.ch/en
[3] NIKIN. (2023). “Recycled Jeans Project.” https://www.nikin.ch/en/blogs/nikin-blog/nikin-sweater-recycled-jeans
[4] On Running. (2021). “Cyclon Subscription Service.” https://www.on-running.com/en-ch/cyclon
[5] Swiss Fair Trading Commission — Green Marketing Guidelines: https://www.faire-werbung.ch/wp-content/uploads/2023/12/SLK-Richtlinie-Werbung-mit-Umweltargumenten.pdf
[6] Deloitte Switzerland — Sustainability Consumer Survey: https://www2.deloitte.com/ch/en/pages/press-releases/articles/swiss-public-calls-on-companies-the-state-and-consumers-to-work-harder-to-improve-sustainability.html
[7] Switzerland’s tourism “No Drama” campaign https://report.stnet.ch/en/2021/roger-federer-and-robert-de-niro/
[8] Nestle’s Re platform https://www.futurebrand.com/our-work/nestle-re
