Sustainability Isn't Just a Value - It's a Value Driver: Electrolux Group

Sustainability as a Commercial Growth Engine: Webinar with Electrolux

Sustainability is often treated as a reporting requirement, a marketing add-on, or something to “get to later.” In reality, leading brands are proving that when done properly, it can become a core driver of sales, brand preference, and long-term growth. This was the focus of Earthmark’s webinar, which brought in the perspective from a global consumer brand.

Why sustainability can’t sit on the sidelines

In this session, the core message was clear: sustainability is moving from the margins of business strategy into the centre of how products are designed, marketed, and sold. Rather than relying on one-off initiatives or siloed ESG reports, brands are starting to build sustainability into their commercial engine—informing everything from positioning and pricing to retention and loyalty.

This shift matters because customers, investors, and regulators are increasingly aligned around the same expectation: environmental performance should be visible, credible, and commercially meaningful. Brands that adapt fastest are already differentiating more clearly and unlocking durable competitive advantage.

The speakers

The webinar featured an in-depth conversation between two leaders working at the intersection of sustainability, consumer behaviour, and commercial performance:

• Jack Linnett, Founder & CEO at Earthmark

• Will Sherwood-King, UK&I Marketing Lead at Electrolux Group

Will contributed the view from an established global brand, sharing how Electrolux integrates sustainability into its product and marketing strategy to drive both impact and demand.

What the session covered

The discussion explored how sustainability can move beyond compliance and reputation management to become a genuine commercial advantage. Key themes included:

• Integrating sustainability into business strategy: How leading brands aligned environmental objectives with growth, category leadership, and long-term value creation.

• Embedding impact into product innovation: Ways sustainability considerations influenced product design, features, materials, and lifecycle thinking.

• Turning sustainability into a marketing and sales driver: How environmental performance was positioned in ways that resonate with consumers, support stronger brand preference, and convert at the point of sale.

Rather than focusing only on theory, the webinar emphasised real-world examples and practical lessons learned from both sides—technology enablers and brand operators.

Who attended

The session was designed for teams serious about making sustainability commercially meaningful, including:

• Brand, marketing, and ecommerce leaders wanting to connect ESG efforts to demand generation and loyalty.

• Sustainability and ESG teams seeking better alignment with commercial stakeholders.

• Product and innovation leaders looking to embed environmental performance into product strategy in a way that customers notice and value.

For many attendees, it helped shift internal conversations away from “sustainability as cost centre” towards “sustainability as growth engine.”

Part of Earthmark’s webinar series

This webinar was the first in Earthmark’s series featuring leaders from different industries, companies, and roles who are shaping the future of responsible, growth-oriented business. Watch the recording here.

By spotlighting how sustainability can be integrated into strategy, product, and marketing, the session showed how brands can stop treating sustainability as a side initiative and turn it into a core driver of commercial performance.