Scaling a Greener Living Movement:
2025 in Review and the Path Forward
At Seeing Green, our mission remains steadfastly focused on helping shift everyday commerce and consumption toward more conscious, sustainable choices across key areas of daily life — including food, apparel, personal care, mobility, home and travel. Real change, in our view, comes from reaching the millions of everyday consumers (the “moveable middle”) who care about doing better but need practical, relatable pathways to discover new brands and behaviors, supported by inspiration, clarity and lower friction.
To achieve our mission, we follow a dual-tracked approach, with efforts focused both on supporting the consumer demand side as well as the commercial success of the supply side of greener living.
(post continues down below)
On the demand side, Seeing Green works to enable consumers to discover and choose planet-friendly brands, ideas and habits. We do so by highlighting practical, no-judgment ways to live more sustainably for our moveable middle audience through daily content across our social channels as well as editorial features on SeeingGreen.eco and the Seeing Green Podcast.
On the supply side, Seeing Green works to support the commercial success of the companies and brands bringing these solutions to market — many of them smaller or earlier-stage and operating in a challenging environment. Seeing Green serves as a consistent public voice in support of sustainable living categories while also creating moments of brand-specific visibility through trusted, positive storytelling. Together, these efforts aim to expand overall demand while helping individual brands earn greater visibility, credibility and momentum with consumers, partners, investors and other stakeholders.
2025: Expanding the Platform to Meet Consumers Where They Are
2025 marked a meaningful step-change for Seeing Green. Building on a track record of spotlighting hundreds of brands since 2019 — and the momentum of our Seeing Green Solutionist of the Day (SOTD) series — we significantly expanded both how and where we engage consumers around sustainable living choices. These expansions were driven by learnings from real-world testing of what formats, tones and platforms most effectively remove friction for everyday consumers.
While SOTD remained a daily backbone of the platform, reaching 237 honorees to date (170 in 2025 alone), the year was defined by a broader evolution: new content formats, storytelling approaches and engagement platforms designed to make sustainable choices feel more accessible, relevant and engaging for everyday life.
1. New Content Series: Bringing Sustainable Living to Life
Beginning mid-2025, Seeing Green introduced a range of new content series designed to meet consumers in different moments — from quick inspiration to deeper exploration — while continuing to elevate the brands behind the solutions and reinforce a consistent, consumer-first sustainability narrative.
Our new content series included:
What If?: Short-form video content designed to spark curiosity and lower perceived tradeoffs by asking a simple question: What if everyday purchases could be high-performing and lighter on the planet? In 2025, we brought the stories of 55 Solutionists to life through “What If?” Reels and Shorts across our platforms.
Seeing Green Podcast: Our longer-form storytelling platform, with nearly 50 episodes to date, offering deeper conversations with the people, products and ideas shaping sustainable living — from apparel and home goods to food, mobility and beyond.
Our Faves: Curated recommendations highlighting stylish, planet-forward products that show sustainability doesn’t require compromise — it can be an upgrade.
Vibe Check: An interactive, scroll-stopping format inviting consumers to pause, explore and discover new brands in a more playful, low-pressure way. Samples: Womenswear | Happy Hour
Greener Bites & Sustainable Sips: Recipe-driven content spotlighting plant-forward food, responsibly crafted spirits and eco-friendly ingredients, reinforcing that sustainable choices can be delicious, celebratory and full of flavor.
Tried It: A hands-on series testing products, food and experiences in real-world conditions — emphasizing practicality, performance and small changes that add up. Sample: Easy Breezy
Simple Swap: Quick, actionable ideas for replacing a familiar product or habit with a more sustainable alternative, such as refill systems or lower-waste personal care. Sample: Refill Systems
Greening My…: A room-by-room, habit-by-habit approach to sustainable living, making big concepts tangible and approachable by focusing on real routines like bathrooms, bedrooms, meal kits and footwear.
2. Calendar-Based Campaigns: Meeting Consumers in Key Moments
In late 2025, Seeing Green also introduced targeted campaigns aligned with major shopping and cultural moments — embedding sustainable options into times when consumers are already making purchasing decisions.
Examples include:
12 Days of Greener Giving: A festive holiday series spotlighting planet-friendly gift ideas across categories, helping consumers discover better options without sacrificing joy or usefulness.
Black Friday Savings: A curated week of category-specific deals connecting sustainability-minded consumers with brands offering smarter choices during peak shopping season.
2026: Looking Ahead
As we look to 2026, Seeing Green will continue evolving as both a consumer-facing platform and a trusted partner to the brands driving sustainable living forward. Our focus centers on three complementary areas designed to deepen engagement, strengthen impact and support long-term momentum across the ecosystem.
1. Deepening Consumer Engagement Through Smarter, More Connected Content
In 2026, Seeing Green will continue to refine and expand its consumer content, not simply by adding volume but by increasing connectivity, coherence and usefulness across formats and platforms.
This includes strengthening our existing series, creating clearer pathways between short-form discovery and deeper editorial or podcast storytelling, and continuing to meet consumers where they are with content that is practical, optimistic and grounded in real life. The goal remains the same: remove friction, lower the perceived cost of action and inspire more people to feel curious and confident exploring greener choices.
2. Expanding Support for the Commercial Success of Solution-Oriented Brands
In parallel, Seeing Green will deepen its work supporting the companies bringing sustainable solutions to market — particularly smaller and earlier-stage brands navigating a challenging and noisy landscape.
Beyond visibility alone, 2026 will focus on creating more intentional and formalized moments of credibility, connection and amplification that help these brands earn trust with consumers while also gaining exposure to potential partners, collaborators and supporters. By continuing to champion sustainable living categories as a whole and by leveraging our deep relationships across sustainability, consumer brands, retail and investment communities, Seeing Green aims to help expand overall demand and contribute to durable, measurable commercial momentum.
3. Building More Partnerships and Collaborative Moments
Finally, Seeing Green in 2026 will place greater emphasis on formal partnerships and collaboration with brands, platforms and cultural moments that can accelerate reach and relevance.
This includes exploring co-created content, calendar-based activations, thematic campaigns and new ways to align sustainable solutions with moments when consumers are already paying attention and making decisions. By working alongside mission-aligned partners, Seeing Green seeks to extend its impact beyond owned channels and create shared value that benefits audiences and solution providers alike.
As Seeing Green enters 2026, our focus remains pragmatic and optimistic, helping consumers take small steps that add up and supporting the brands behind those solutions to build lasting momentum. Progress doesn’t require perfection, only participation.
If this mission resonates with your goals and approach, we’d welcome the opportunity to explore ways to collaborate and partner. Building a more sustainable future — and a stronger market for the solutions behind it — truly takes a village.
Douglas Sabo
Founder, Seeing Green
Former Chief Sustainability Officer, Visa Inc.