hasan & Partners CEO Riku Vassinen has been published in the latest issue of the Journal of Brand Strategy (14-2, Fall/Autumn 2025) with his article “Is sustainability a laughing matter? Pitfalls in sustainability marketing and how to overcome them”.
The piece originates from Vassinen’s keynote at Golden Drum 2024, where he explored the role of humour and creativity in one of the most serioustopics in business today: sustainability.
The article addresses the paradox at the heart of sustainability marketing: how to promote conservation while simultaneously driving consumption. While sustainability is a growing priority for both businesses and consumers, marketing efforts often fail to connect. Too often, they rely on misplaced assumptions about consumer behaviour or adopt an overly serious tone that alienates audiences rather than engaging them.
Vassinen identifies three common pitfalls:
· The fallacy of the “sustainable consumer” expecting people to consistently act on their best environmental intentions.
· The illusion of inherent interest assuming sustainability is intrinsically motivating for audiences.
· The trap of seriousness communicating with moral heaviness instead of emotional resonance.
Drawing on behavioural economics and global case studies, the paper argues that effective sustainability marketing must align with real consumer priorities (convenience, humour, emotional appeal) rather than idealised perceptions. Examples from brands like Oatly, Resand, WTF and Apple show how creativity, self-awareness, and even controversy can drive stronger engagement and impact.
Ultimately, the article highlights that successful sustainability marketing requires transparency, humility, and adaptability. By embracing imperfections and telling relatable, entertaining stories, brands can inspire action while avoiding the pitfalls of greenwashing or exaggerated claims.
“This is not about making light of the climate crisis,” says Vassinen. “It’s about recognising that humour, honesty, and creativity can help sustainability messages cut through the noise and actually change behaviour.”
Read the article here.
