Issue #1 | August 2025
Why sustainability marketing fails (and how to fix it)
"You should never buy something because it's sustainable—that's the worst reason to buy something. You should buy something because you need it and you think it's going to last for a long time."
In our latest podcast episode, I sat down with Ainsley, co-founder of sustainable swimwear brand Londre, who's achieved 300% year-over-year growth without a single dollar of venture capital. What caught my attention wasn't just their impressive growth metrics, but their refreshingly effective approach to marketing sustainability.
Let's break down what they're doing right—and what most climate-focused startups get wrong.
The 46% problem
Nearly half (46%) of sustainability-focused brands lead with their environmental credentials in their marketing. The result? Consumers tune out.
Londre took a different approach:
1. They launched with a single perfect product—"The Minimalist"—and sold only black and white versions for 18 months
2. They positioned it as the only swimsuit you'll need (that happens to be sustainable)
3. They focused messaging on confidence, quality, and versatility
The takeaway: Your sustainable attributes should be the supporting actor, not the star of your marketing show.
From the archives: when simplicity sells
This iconic 1960s VW ad changed automotive marketing forever with two simple words: "Think Small."
What made it work? It positioned a limitation (small size) as a benefit rather than a compromise. The entire ad focused on what drivers gained from a smaller car, not what they sacrificed.
The climate marketing lesson: Stop talking about "eco-friendly alternatives" and start positioning your products as the superior choice, period.
Case study: when complexity kills conversion
Ainsley shared a fascinating example of when their marketing missed the mark:
"We planted water-cleaning willow trees in an indigenous community that was having a water crisis... That is way too much information for a consumer to understand from a swimsuit company like ours. And that initiative kind of flopped."
By contrast, their simpler campaign—"if you spend $150, we'll plant a baby coral for you"—resonated immediately, despite being technically imprecise (corals are propagated, not planted).
The principle: Sustainability messaging must be instantly digestible. If it requires explanation, it won't drive action.
Three practical takeaways from Londre's playbook
1. Start narrow, then expand: Londre built a cult following around a single perfect product before introducing new lines. For climate startups, this means mastering one solution before diversifying.
2. Let your email list drive product development: When Londre expanded to loungewear, they tested with small production runs sold exclusively to email subscribers. This minimized waste while providing real market feedback.
3. Position sustainability as proof of quality, not purpose: Their recycled materials undergo a sophisticated refinement process that actually makes the product better—more durable in harsh conditions and more comfortable against skin.
What's working now: the quality longevity loop
The most effective sustainability marketing right now doesn't focus on saving the planet—it focuses on saving the customer money and hassle through exceptional quality and longevity.
Londre's approach: "We wanted to prove that you could just buy one thing and feel so good in that one thing for years and years, you can consume way less overall."
The strategy: Position your sustainable product as the obvious choice for discerning customers who are tired of replacing inferior products repeatedly.
Listen to the full conversation
For more insights on building a purpose-driven brand without sacrificing growth, check out my full interview with Ainsley on The Capitalist Hippie podcast.
In the episode, she also covers:
How they turned a manufacturing disaster in Bali into their greatest strength
Their approach to creating a work culture that balances creativity with execution
The unexpected benefit of staying bootstrapped through challenging times
The Capitalist Hippie Newsletter helps purpose-driven founders build brands that sell. Have a marketing challenge you're wrestling with? Reply to this email—I read every response.