Momentum Over Perfection: The Key to Ethical Marketing

At this year’s Toronto Climate Week, our Founding Partner, Nat Korol, joined a conversation that felt refreshingly real. The topic: how marketing can help close the gap between purpose and performance, without falling into the “all-or-nothing” trap that often paralyzes good intentions.

She was joined by Wes Gee, Chief Sustainability Officer and Principal at Works Design, and the discussion was moderated by Kate Snack, Founder of Snack Agency. The event was hosted by our friends at Orchestra Marketing, who continue to create the kind of spaces where meaningful conversations can unfold.

And for those who prefer listening over reading, we’ve captured the highlights in a 10-minute Notebook LM podcast episode: From Greenwashing to Growth: How to Embed Sustainability for Fast Wins and Unshakeable Client Trust.

The tone of the session was pragmatic, not preachy. The message? Progress starts with small, intentional steps.

1. Cut the Digital Waste

It may sound rudimentary, but every ad, email, and web page leaves a footprint. Nat reminded us that trimming unnecessary pixels or compressing assets isn’t just good housekeeping—it’s good business.

“Reducing your footprint can also improve performance. These goals don’t have to be at odds.”

What’s good for the planet often turns out to be good for SEO, load times, and conversions too.

2. Start Where You Already Have Traction

Sustainability doesn’t require sweeping transformation. It can start right where your business already shines.

Adding lifecycle data to a nurture campaign, weaving purpose into referral programs, or adding sustainability tags to post-purchase flows. These small proof points build trust faster than grand statements ever could.

These subtle shifts turn sustainability from a marketing message into an everyday mindset.

3. Leadership Alignment Is Non-Negotiable

Whether a firm is new to sustainability or years into the journey, the determining factor is leadership buy-in. Without alignment from decision-makers, marketing alone can’t drive meaningful change.

True progress happens when responsible growth becomes part of the organization’s ethos, not a campaign theme.

4. Sustainability as a Growth Lever

At Hyphen, values-led growth has been a long-term strategy.

“Our approach may not always attract new clients,” said Nat, “but it’s why they stay.”

Our sustainable annual growth over the past decade has been fueled by trust, built through transparency, purpose, and community partnerships like 1% for the Planet.

5. Draw Your Boundaries

Hyphen’s environmental commitments naturally define who we work with. “The line draws itself.” That integrity is part of what makes purpose-driven partnerships sustainable, for both sides.

The Human Side of Responsible Growth

As we continue to integrate responsible growth into every aspect of our work, the team is already looking forward to being part of the next Toronto Climate Week in June 2026 to keep the conversation moving from inspiration to implementation!

Interested in Bringing This Conversation to Your Stage?

Invite Nat Korol to speak or join your next panel on ethical marketing, responsible growth, or sustainability in business.

📩 Get in touch with us to explore collaboration opportunities.