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 was a complete transformation in how we show up for the creative industry. We shifted from doing the work to amplifying the voices of those doing the work, connecting the dots across the sustainable marketing ecosystem, and activating creatives who are ready to make marketing better.
And honestly? It’s been one of the most energizing years we’ve had.
We collaborated with incredible organizations like Conscious Marketing Movement, Creatives For Climate, Clean Creatives, and The Climate Propagandist. We deepened our focus on SDG 12: Responsible Consumption and Production. We fostered working collaborations that bridged knowledge gaps and broadened our collective impact.
We’re ending 2025 strong, growing our influence in the creative industry and building momentum for what’s next.
Here’s our 2025 impact story.
How we measure impact: Awareness and activation
We’ve always been clear about how we define success. For us, impact isn’t just about vanity metrics or follower counts. It’s about two things: awareness and activation.
Awareness means getting sustainable marketing on more people’s radar. It’s about making sure marketers and communicators know there’s a better way to do this work, and that they’re not alone in wanting change.
Activation means turning that awareness into action. It’s about creating opportunities for people to step into the movement, upskill, connect with others, and actually shift how they approach their work.
These two pillars guide everything we do. So, let’s break down what we accomplished in each area this year.
Awareness: Reaching creatives where they are
1,300+ organic sessions
We started tracking our website traffic in August 2025, and since then, we’ve seen 1,343 organic sessions. That’s 1,343 moments where someone searched for something related to sustainable marketing, greenwashing, or marketing as a force for good, and found us.
Every single one of those sessions represents a potential changemaker discovering resources, insights, or inspiration to do marketing differently.
That’s the power of organic reach: people actively seeking solutions, not just scrolling past ads.
122,000+ LinkedIn impressions and 3,000+ YouTube views
LinkedIn became our primary platform for sparking conversations about sustainable marketing. With 122,607 total impressions, we reached tens of thousands of marketers, communicators, and sustainability professionals throughout the year.
On YouTube, our videos racked up 3,736 views. These weren’t just passive watches. These were people taking the time to learn about greenwashing, understand fossil fuel propaganda, and explore what it means to use marketing as a force for good.
Forces for Good: 2025 survey of marketers
Our flagship research project this year asked a critical question: Are marketers willing to make changes in their work for people and the planet?
We surveyed over ten local marketers and communicators in the Berlin community, and the results were both encouraging and revealing. An overwhelming 87% of respondents care about the planetary crisis, with 75% actively thinking about climate change at least once a week.
But here’s where it gets interesting.
While awareness is high, 75% of respondents shared that they would make changes in their daily work if they knew how and what changes would make a difference. The roadblock? Over 62% identified the CMO or Marketing Director as a major barrier to climate action in their department.
This research confirmed what we suspected: the skills gap is real, but so is the willingness to learn. That’s exactly why our activation work matters.
Activation: Turning interest into action
Awareness is just the starting point. The real impact happens when people take that next step, join the conversation, and start making changes in their own work.
5 Marketing as a Force for Good talk series sessions
We hosted five live talks throughout the autumn, bringing together industry experts to explore sustainable marketing in practice. This wasn’t a lecture series with polished slides and corporate speak. These were real conversations about the messy, complicated, and hopeful work of reshaping our industry.
Our autumn series covered critical topics:
- Kat Irwin (October 6) joined us for “The Power of Purpose: How to use messaging to get your sustainable brand seen, trusted and remembered,” exploring how purpose-driven messaging can make sustainable businesses impossible to ignore.
- Suzie Mills (October 30), CEO of Oxygen, sat down with us to discuss her agency’s groundbreaking research in “Sustainable Intent, Unsustainable Web: Why digital optimization is mission-critical.” The findings were eye-opening: the average website audited emits 2.16g of CO2 per first visit, and 64% received an ‘F’ performance grade.
- Tanita Hecking (November 24), Head of Content at studioMM04 and co-founder of The Crisps, unpacked “Evolution of Circularwashing: From Misleading to Honest and Trustworthy Claims,” diving into how deceptive environmental claims undermine the circular economy in fashion.
Each session created space for people to ask questions, share their own challenges, and realize that they’re part of something bigger.
49 Substack community subscribers
Our Substack community grew to 49 subscribers in 2025. These are people who opted in for deeper engagement, saying, “Yes, send me regular updates. I want to be part of this movement.”
5 workshops and collaborations
We ran 5 workshops and collaborations this year, partnering with organizations and communities who share our mission. These ranged from greenwashing prevention training to strategic sessions on how to communicate impact without falling into greenwashing traps. Every workshop was an opportunity to upskill marketers, close knowledge gaps, and give people practical tools they could use immediately.
What’s next: Expanding our reach in 2026
2025 taught us something important: this movement is bigger than any one organization. The more we collaborate, the stronger we all become.
In 2026, we’re doubling down on what works. That means more collaborations across the industry, more relevant and inspiring content, and more opportunities for purpose-driven marketers to connect, learn, and take action.
Our research showed us that 62% of marketers would take stronger action if they had the tools and knowledge to do so. That’s our mandate for the year ahead. We’re not just building an audience. We’re building a movement. And we’re just getting started.
If you’re a marketer or communicator who wants to be part of reshaping this industry, we’d love to have you along for the ride. Join our Substack community, engage with our content, and let’s make 2026 the year marketing truly becomes a force for good.
All thoughts are my own. Generative AI was used in writing this blog post. We don’t use this method for our clients and only do so for us to increase publication on our blog.
