For marketers and business owners who are interested in sustainability, reducing waste, and creating a more eco-friendly world, Christmas content can feel like a minefield. This holiday has been taken over by rampant consumerism, with overconsumption packaged and sold to us as aspirational. If you run a sustainability-minded business, jumping on the endless “buy buy buy” bandwagon can feel more than a little hypocritical. If you want to do something different this holiday season, I’ve put together a few Christmas content ideas to get you inspired.
Sustainable Product Round-Ups
If you sell sustainable products, you could keep it simple and do a green version of the traditional gift guide. Simply curate a selection of products that eco-minded recipients will love, and write a little about what each one offers and why they might enjoy it. The key is to be intentional about what you include and to discourage “buying for the sake of buying.”
Pro tip: include products from other brands besides your own, just not your direct competitors. For example, beauty brands could include items from sustainable food and drink, clothing, or homewares retailers alongside their own products. Even better, approach the brands you’ve included, let them know, and ask if they’d be open to including you in any holiday gifting content they’re planning. When sustainable brands support one another, everyone wins.
As far as possible, recommend things you have actually tried and genuinely love.
Alternative Gift Guides
Most of us don’t need more “stuff,” and many of us don’t even want it. Unnecessary and unwanted items get in the way, induce guilt when people inevitably don’t use them, and most often end up in landfill.
Why not put together an alternative gift guide to help people who don’t want to clutter up their loved ones’ houses with panic-bought junk? Think experiences, gift cards, acts of service, handmade items, thrifted gifts, donations, or financial contributions towards big goals.
You can theme this around your niche, too. Charities, for example, can encourage donation drives in lieu of gift swaps, while restaurants can suggest treating a loved one to a fabulous dinner out they’d never buy for themselves.
Behind-the-Scenes Content
Most consumers don’t know very much about sustainability or how sustainable brands work. Behind-the-scenes content can be a big winner and helps to build trust.
Consider ideas like virtual factory or facility tours showcasing the eco-friendly practices you use, information on how you keep your sourcing and supply chain ethical, or videos of you packing customer orders using zero-waste packaging.
Waste-Reduction Tips
Think about ways people can reduce waste that are relevant to your niche, and share those tips in a piece of content.
Food and drink businesses, for example, might choose to share food waste reduction tips. Sustainable fashion brands could explore different ways to rewear the same item for multiple Christmas parties. And homeware brands could share ideas for decorating using natural and sustainable materials rather than plastic ornaments.
Share the Impact
Most holiday content is positive and focuses on uplifting, wholesome messaging. But there’s also room to get serious.
What problem(s) is your brand dedicated to tackling? Sharing the true impact of overconsumption around the holidays can cause people to think twice about their choices. Depending on your niche, you could talk about anything from the environmental impact of Black Friday or the cost of fast fashion for the global south to the fact that the UK alone produces hundreds of thousands of tonnes of food waste every Christmas.
Photos, videos, and expert insights are key here. Remember, too, that your goal isn’t to make your audience feel hopeless. Share ideas for ways people can make a positive difference, even a small one.
Case Studies or “Proudest Achievements”
What has your business done this year that you’re proud of? End-of-year case studies or success round-ups are a great way to show off the tangible positive impact your brand is making on the world.
Quantify your achievements as much as possible. How many clients have you helped switch to more sustainable choices? How many kilograms of waste have you rescued from landfill? What specific issue were people struggling with, and how did you solve it for them?
Predictions for the Future
The holiday and new year season is a great time to talk about what’s been happening and where you see things going next. Don’t shy away from talking about challenges, but keep it positive by also talking about how you plan to tackle them.
What trends have you noticed in your industry this year, and which do you think will take off next year? What do you think will cause the biggest problems and how might those issues be addressed by conscious brands like yours?
Want to Grow Your Brand with Sustainability-Focused Content with a Heart?
I’m passionate about sustainability issues and I love working with ethical brands who are trying to do things differently. One of the main ways I live by my values? I reject all forms of generative AI and will never use it in my work. Every piece of content you receive from me will be 100% human, guaranteed.
Intrigued? Want to get ahead on your conscious content for 2026? Book a free discovery call or drop me a line to start the conversation.
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