The driving pulse of the ‘marketing for good’ movement
We’re Content For Good.
Content For Good & Co. is an independent media organisation dedicated to voicing sustainable practices in marketing. Our work elevates sustainable marketing changemakers in the space and connects the ‘marketing as a force for good’ community together, while reporting on the latest research and insights on the topic.
The latest content on sustainable marketing
As a media organisation, we create a wide range of content on the topic of sustainable marketing.
Our focus is currently on how not to greenwash, sustainable practices in communication, and pollution propaganda. If you have a topic for us, please reach out to our team.
How not to greenwash
Reporting on the latest news, insights, and educational narratives around what greenwashing is and how not to do it.
Sustainable marketing
Reporting on sustainable communication and how to transform the marketing and advertising industry into a *force for good*.
Pollution propaganda
Reporting on pollution propaganda from fossil fuels and mega corporations, and their part in the climate misinformation and disinformation.
The activists tearing down corporate green smoke screens
Greenwashing has become so common that most of us can spot the clichés before the logo even appears. However, while corporate sustainability narratives become glossier, the actual oversight behind them often remains inadequate. Regulators are indeed building new rules, but enforcement is still not on the pace of a marketing calendar. What has changed is who gets to call out the gap between...
Our 2025 impact review: Building the marketing as a force for good movement
2025 was the year everything changed for Content For Good & Co. We made a bold move: shutting down the consultancy model entirely and becoming a full-fledged media organization. No more client projects. No more one-off campaigns. Instead, we went all in on what matters most: leading the narrative of the marketing as a force for good movement. This wasn't just a rebrand or a pivot. It...
Has COP lost its credibility?
Edelman’s role in controlling COP30’s narrative has drawn fierce criticism from activists, experts, and civil society groups. Backlash over Edelman’s COP30 PR contract continues, adding to a growing list of credibility concerns for the UN Climate Summit. Earlier this year, Edelman – a PR firm long criticised for its work with fossil-fuel companies, petrochemical giants and deforestation in the...
Blueprint for change: How advertising can manage climate risk from within
The marketing industry has long been associated with unsustainable business practices. From disguising the dirty deeds of major polluters to influencing behaviour that stretches planetary resources, imagining a cleaner future built from within sounds like a pipe dream. However, a new report argues that, in the same way the industry promotes overconsumption, it can lead the way out of the crisis,...
What is sustainable marketing? What it is and how it drives prosperity for all
Marketing has power: it persuades, influences, and creates change. Today’s consumers increasingly seek brands that align with their ethical and environmentally friendly values. That shift, combined with the massive reach of digital ads (roughly 4.2 billion people see social media ads every day, and about 90% of users encounter targeted ads), gives marketers enormous influence. So the...
The algorithmic echo chamber: How social media amplifies greenwashing
Social media and sustainability have become strange bedfellows. Platforms built to reward engagement, not accuracy, are now powerful amplifiers for sustainability myths. The internet loves a feel-good story, especially one painted green. Our feeds have become algorithmic echo chambers, with recycled slogans outpacing genuine change, and misinformation travels faster than measurable impact. The...
The rise of greenwashing in the creator economy
Authenticity has become the new currency, everyone wants a piece of it. From global brands to micro-influencers, the creator economy has turned trust into a business model. Nearly 60% of creators say they want to use their platforms for good, shaping how billions think, shop, and act (Unilever & Count Us In, Creator Council Sustainability Study, 2023). But as creators' power grows, a...
Clean Creatives’ F-List 2025 reveals ties between fossil fuel companies and ad agencies
Every year, campaign group Clean Creatives releases an F-List (and yes, it means what you think it does). The F-List is the world’s largest database tracking the relationships between fossil fuel companies and their creative partners, and this years’ is their biggest yet. F-List 2025 exposes 1,217 active or recent contracts across 709 PR and marketing agencies — more than any year since the...
How can marketing be a tool for climate action and meaningful connection? (Podcast)
In this special episode of the Conscious Marketing Movement Podcast, recorded live in a London studio, Daiva Dominyka sits down with Content For Good & Co. Founder, Megan, to explore her journey of building authentic, purpose-driven marketing that supports a sustainable future. Discover how Megan challenges conventional marketing by blending truth, informed optimism, and community-building...
Greenhushing: Companies are silent about going green (and that’s not good news)
If greenwashing is the loud neighbour bragging about their eco-friendly lifestyle while secretly tossing recyclables in the trash, then greenhushing is the one who refuses to talk about sustainability at all. Both behaviours raise eyebrows, but for different reasons. In recent years, greenhushing has emerged as a growing trend. Companies that once rushed to showcase their climate targets...
The activists tearing down corporate green smoke screens
Greenwashing has become so common that most of us can spot the clichés before the logo even appears. However, while corporate sustainability narratives become glossier, the actual oversight behind...
Our 2025 impact review: Building the marketing as a force for good movement
2025 was the year everything changed for Content For Good & Co. We made a bold move: shutting down the consultancy model entirely and becoming a full-fledged media organization. No more client...
Watch this
You can watch our latest footage on our YouTube channel. Review topics on greenwashing cases, sustainable marketing, trends in the topic, and more
Skill up and schedule a workshop
At Content For Good & Co., we offer several sustainable marketing workshops and talks to support you on your learning journey. Choose one of our bespoke courses or inquire about customising a topic to your organisation.
Get in touch
Pitch a topic or book a workshop with Megan Thudium. You can schedule a meeting by filling out the form and choosing a meeting time that suits your calendar. If you have questions, you can email us directly at hello@contentforgood.co.
Belziger Strasse 69- 71 10823 Berlin
hello@contentforgood.co
