Defining Green Marketing & Sustainability Communications: An Hourglass Term That Shaped My Career

In the world of marketing, buzzwords come and go — but “green marketing” and “sustainability communications” are terms that have stuck with me, not just as trends, but as defining themes throughout my career. They’re what I call hourglass terms — concepts that begin broadly, narrow into a specialized niche, and then fan out again to influence a wide range of industries, sectors, and communication needs.

Let me explain — and take you on a journey through how I came to specialize in this growing, evolving, and deeply meaningful space.

What Is Green Marketing, Exactly?

At its core, green marketing refers to promoting products, services, or practices that are environmentally friendly. It’s about more than slapping a green label on a package — it’s a commitment to transparency, sustainability, and often, behavioral change. Green marketing focuses on aligning brand values with environmental ethics, creating campaigns that both inform and inspire.

Sustainability communications, meanwhile, goes beyond the consumer angle. It encompasses the storytelling, messaging, and strategic outreach that organizations use to engage stakeholders — from the public to policymakers — on environmental initiatives, sustainable practices, climate resilience, and more.

Together, these two disciplines span a massive spectrum — from technical communications about carbon reporting to grassroots storytelling about tree planting or water conservation. Hence the hourglass.

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A Fresh Perspective: How Google Career Dreamer Uses AI for Career Exploration

A Fresh Perspective: How Google Career Dreamer helped me with my Career Possibilities

Lately, I’ve been undergoing career evaluation—taking stock of my experiences, skills, and interests as I navigate my next professional chapter. With a background in marketing and communications, much of it focused on sustainability and public outreach, I know I had a wide-ranging skill set. But translating that into a clear path forward? That’s what I’ve been trying to figure out.

Then a friend in a networking group recommended Google Career Dreamer—an AI-powered career exploration tool that genuinely helped me shine light on potential career options.

I was curious and slightly skeptical, but once I got started, I realized this was more than just a job-matching tool. Career Dreamer helped me articulate my value, identify where my skills shine, and—most importantly—imagine new career directions I hadn’t seriously considered before.

A Clearer Career Identity

One of the first steps in the Dreamer experience is shaping your Career Identity Statement—a concise, personalized summary of your strengths where you enter previous roles and skills to inform the AI. Here’s what mine looks like now:

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Finding Community and Creativity at #Ad2TheConvo: Hustlers Panel & Networking

On April 9th, I had the pleasure of attending #Ad2TheConvo: Hustlers Panel & Networking at RichesArt Gallery in East Austin — an event hosted by Ad 2 Austin and sponsored by Spotter. I walked in expecting a solid panel discussion and some casual networking. I walked out feeling deeply inspired, more connected to the local creative scene, and affirmed in my own journey as a communications professional exploring new ground.

The night centered on a panel of four women entrepreneurs — all self-made, all proudly tied to their culture, and all navigating the highs and lows of side-hustling in Austin. Panelists included Julia Wezio, co-founder of ATX Grand Prix Club; Karla Martinez, founder of Betty Bobble; Kassandra Chapa, founder of Firulais Co.; and Marisa Garza, founder of KEFI by MG. Each of these women shared the story of how they launched their ventures, what keeps them motivated, and how their personal and cultural identities are woven into the fabric of their brands.

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Ad 2 Austin’s “Pitch Your Agency” Night: Exploring the Agency Scene in Austin

On Thursday, March 27, I headed over to Sangfroid! in near the UT Austin Campus for Ad 2 Austin and Austin Ad Fed’s “Pitch Your Agency” night—a fast-paced, high-energy showcase where local agencies had around three minutes with a short slide deck to present themselves and their service offerings. I wasn’t there to pitch anything myself, but as someone exploring career paths and considering a return to the agency world, it was the perfect way to get a feel for what Austin’s creative community is up to.

The setup was simple: each agency had a tight window to explain who they are, what they offer, and what makes them different. It was kind of like speed dating, but for marketing shops. The variety was impressive—not just in terms of services, but in personality, purpose, and approach.

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Navigating the Green Job Market: Insights from LinkedIn’s Economic Graph

As someone passionate about green marketing and sustainability, staying informed about industry trends is crucial—not only for my career but for the larger movement toward a more sustainable economy. Recently, I discovered LinkedIn’s Economic Graph Green Skills resources, a valuable collection of research and data that sheds light on how the green job market is evolving.

When searching for jobs in sustainability, conservation, and green industries, understanding labor market trends, in-demand skills, and industry outlooks is crucial. LinkedIn’s Green Skills section (LinkedIn Economic Graph – Green Skills) provides real-time data, research reports, and insights that paint a clearer picture of where the green economy is headed.

Key Insights from the Global Green Skills Report 2024

LinkedIn’s Global Green Skills Report 2024 (Full Report) highlights major shifts in the demand for green skills and the evolving job market. Here are some of the key takeaways from the report:

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Building Community in Green Careers: My Green Group Journey Begins

I’m thrilled to share that I’ve been selected to participate in the DJourneys Green Groups Pilot Test, an initiative designed to support green job seekers like myself. Organized by Daniel González, this program brings together small groups of 4-6 professionals who are looking to transition into or advance within the green industry.

What Are Green Groups?

The Green Groups concept is built around the book “Never Search Alone” by Phyl Terry, which emphasizes the power of Job Search Councils—small, structured groups that provide accountability, emotional support, and networking opportunities. Job searching can often feel isolating, but with a strong community, we can navigate the process together, share insights, and open doors to new opportunities.

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