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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From Lone Dome to Lunar Dreams: Visualizing a Space Colony Glamping Experience

What started as a simple prompt request for a “space glamping dome nestled in the Central Texas Landscape” evolved into a refined and realistic visual journey, one that perfectly aligns with the vision I’ve been developing for a unique edutainment experience: a Space Colony Glamping Business. The goal is to offer guests a “pick your own adventure” immersion into the life of a space colonist, right here on Earth. And what better setting than the captivating landscape of Central Texas surrounded by local excursions and seasonal urban events?

Through this iterative prompting process (Google Gemini), we’ve moved from a solitary glamping dome to a vision of a self-contained and interconnected colony habitat in the Central Texas landscape. The images now depict:

  • Multiple Geodesic Domes: Clusters of distinctive canvas and glass domes, suggesting comfortable and potentially luxurious living spaces.
  • Shipping Container Tunnels: These act as crucial connectors between the domes, creating enclosed pathways and a sense of a unified structure.
  • Greenhouses: Lining the shipping container tunnels, these suggest a capacity for food production and a degree of self-sufficiency within the compound.
  • A Large Central Dome: Serving as a potential communal hub or central facility within the compound.
  • Sun Shade Sails with Rainwater Collection: These practical additions hint at sustainable living and resource management.
  • Central Texas Landscape: The setting remains the rolling, often dry, yet beautiful landscape of Central Texas, providing a context for this unique habitat.
  • A “Space Compound” Feel: The interconnectedness created by the shipping containers and the presence of multiple dome structures evokes a sense of a planned and potentially isolated community, reminiscent of a small off-world base.
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Rooted in Community: Earth Day Austin 2025 at Huston-Tillotson University

On Saturday, I revisited Earth Day Austin Festival for 2025 at Huston-Tillotson University (HT) — a celebration that brought together culture, community, and climate action in the heart of East Austin. As someone who works at the intersection of sustainability, communications, and public outreach, this event offered not only an energizing way to celebrate Earth Month but also a powerful reminder of what’s possible when people come together to support and promote conservation, equity to access and services, workforce education, and environmentalism during these current social times.

This year’s theme, “Rooted in Community,” felt strong in terms of the support of vendors, action groups, and city services — from the indoor inflatable planetarium and cultural performances on the main stage, to the various panels, interactive exhibits, and conversations I had at booths. The event was part of HT’s 150th anniversary programming, and was supported by volunteers and students, which included performances by the students too.

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Texas VegFest: Celebrating 10 Years of Community and Compassion

I spent my Saturday afternoon soaking up the energy, flavors, and creativity at the 10th annual Texas VegFest—and it did not disappoint. Held at Fiesta Gardens along the shores of Lady Bird Lake, this year’s event brought together an incredible mix of food vendors, nonprofits, musicians, and plant-based enthusiasts from all over Austin. Whether you’re vegan, veg-curious, or just hungry and open-minded, this festival had something for everyone.

The weather was a little unpredictable (classic Austin spring), but that didn’t stop the crowds. I wandered through rows of vendor tents sampling all kinds of veggie-based goodies—from BBQ tempeh sliders to vegan tamales to inventive dairy-free desserts. And of course, I picked up my fair share of stickers, tote bags, and free swag along the way.

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Stories That Flow — A Night at the Water, Texas Film Festival

On April 1st, I attended the 10th Annual Water, Texas Film Festival, hosted by the Texas Water Foundation at AFS Cinema here in Austin. It was an evening filled with stunning visuals, personal stories, and powerful reminders of just how deeply water is woven into the fabric of Texas life. From the Hill Country springs to the Gulf Coast bays, water isn’t just a resource here—it’s a part of who we are.

The festival showcased a lineup of short films, each capturing water’s role in Texas through a different lens. Some focused on environmental issues, others celebrated the cultural or recreational connections we have with water. But all of them shared a common thread: water matters, and the way we talk about it matters just as much. It was a compelling showcase of the way storytelling can elevate conservation—and bring people together.

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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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