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Digital marketing trends show that people care just as much about environmental protection as they do about inclusion. They want to make sure the brands that are getting their money care about things as much as they do. For 81% of consumers it is extremely important that companies help improve the environment. Sustainable and environmentally friendly brands are becoming increasingly popular, especially with younger consumers. But that goes far beyond the market for ecological products. The key is to communicate your own sustainability through branding and content in order to make environmental protection part of the identity. However, many consumers no longer simply believe which stories are “told” by companies, they want evidence. It can therefore be helpful not only to use sustainability for marketing purposes, but also to prove it.