Why Strong Sustainability Products Still Lose — And How to Fix It
"When 'Green' Isn't Enough: Selling Sustainability in a Mature Market" with Taryn Holowka
Most sustainability-driven products don't fail because they underperform. They fail because their value isn't communicated in a way buyers can act on.
After 23 years leading marketing at the U.S. Green Building Council, Bold Branch Collective co-founder Taryn Holowka has seen this pattern repeat itself: companies invest in better materials, safer chemistry, verified performance—and then struggle to translate that work into messaging that moves the market.
The problem isn't the product. It's the gap between proof and persuasion.
The Market Has Matured
Ten years ago, sustainability marketing could rely on broad claims like "green" or "eco-friendly." Certifications were differentiators. Intent mattered.
Today, third-party validation is baseline. Buyers expect verified data, measurable outcomes, and proof that connects to the metrics they're evaluated on—health, risk reduction, operational efficiency, and long-term value.
The products that stand out now aren't the ones with the most certifications. They're the ones that know how to communicate what those certifications mean.
The Workshop: Outcome-Based Green Marketing
Bold Branch Collective is now offering "When 'Green' Isn't Enough: Selling Sustainability in a Mature Market"—a practical, on-demand video workshop designed to close that gap.
The workshop walks participants through a repeatable framework for translating sustainability performance into buyer outcomes—the kind that procurement teams can justify, facility managers can rely on, and sustainability leads can report.
No rebrand required. No new certifications. Just a clearer, more credible way to communicate the value that's already there.
What You'll Learn:
A repeatable translation framework — the feature → outcome → proof model that turns technical attributes into business value
Audience-specific messaging — how to adapt your core message for procurement, facilities, sustainability leads, architects, and end users
How to position certifications strategically — standards as evidence, not headlines
Where messaging must show up — the five touchpoints that build trust and drive adoption
A system your team can use — templates and tools to align internal language and make the message stick
Who Should Take This Workshop
This workshop is built for manufacturers, consultants, and service providers working in sustainability, health, and the built environment—especially those trying to reach architects, building owners, procurement teams, facility leaders, or health-conscious consumers.
If you know your product performs but aren't seeing the market traction you expected, this is the clarity you need.
Why It Matters
Sustainability adoption doesn't happen because products are available. It happens because they're easier to choose. That requires messaging that reduces friction, builds confidence, and makes the internal business case clear.
Taryn has spent two decades translating sustainability impact into market-facing language. This workshop distills that experience into a practical system you can implement immediately—on your own schedule.
Get Instant Access
Download the full workshop now for $50. Lifetime access included.