"Discover how emerging sustainability trends in digital marketing are reshaping the way small businesses connect with eco-conscious consumers."
Updated
January 8, 2026 6:35 PM
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Protestor holding a sign "NO BUSINESS ON A DEAD PLANET" during a march. PHOTO: UNSPLASH
Sustainability has become more than just a buzzword—it’s a movement that’s reshaping business practices across industries. For small businesses, aligning with sustainable values isn’t just about doing the right thing; it’s about staying competitive in a world where consumers increasingly prioritize eco-conscious brands.
In the digital age, sustainable marketing is evolving rapidly, offering businesses new ways to reduce their environmental impact while engaging with customers who care deeply about the planet. Let’s take a closer look at the top trends driving sustainable marketing today and their implications for small businesses.
Most people don’t realize that online advertising has an environmental cost. Every time an ad is displayed, clicked on, or streamed as a video, it consumes energy. This energy powers the servers, data centers, and networks that host and deliver these ads. The problem is that much of this energy still comes from non-renewable sources like coal and natural gas, which contribute to carbon emissions.
For small businesses, this could mean optimizing ad campaigns to reduce unnecessary data usage or using platforms that offset their carbon emissions. Additionally, adopting lighter website designs and faster-loading ads can not only reduce energy consumption but also improve user experience—leading to better engagement and conversion rates.
Small businesses can stand out by making their digital campaigns both efficient and eco-friendly. Highlighting these efforts in marketing messages can appeal to sustainability-minded customers while showcasing innovation.
Sustainable packaging is no longer optional—it’s an expectation. But for small businesses, it’s not just about switching to biodegradable materials. It’s about effectively communicating those efforts to customers through digital channels.
Brands are using their websites, social media, and email marketing to share the stories behind their packaging choices. Whether it’s sourcing recycled materials or partnering with eco-friendly suppliers, transparency is key. Educational content, such as videos or infographics, can help customers understand the impact of their purchases and feel good about supporting a brand.
By using digital platforms to tell the story of their sustainability efforts, small businesses can create deeper emotional connections with customers. Sharing behind-the-scenes processes or celebrating packaging milestones can boost loyalty and differentiate a brand from competitors.
Influencer marketing has become a powerful tool for brands, and the rise of eco-conscious influencers is creating new opportunities for businesses that prioritize sustainability. These influencers focus on topics like waste reduction, ethical consumption, and eco-friendly lifestyles, making them an ideal partner for sustainable brands.
Collaborating with such influencers allows small businesses to reach niche audiences that are already committed to sustainable living. These partnerships feel more authentic compared to traditional ads, as followers trust influencers to recommend products that align with their values.
Even small businesses with limited budgets can benefit from micro-influencers —individuals with smaller but highly engaged audiences. Partnering with eco-conscious influencers can amplify a business’s sustainability message and create a ripple effect of awareness.
Consumers today are more skeptical of vague claims like "green" or "eco-friendly." They want specifics. Brands that embrace transparency by sharing measurable data about their sustainability efforts are earning trust and loyalty.
For example, brands that disclose the carbon footprint of their products or provide detailed information about their supply chains stand out in an age of greenwashing (misleading sustainability claims). This trend is particularly relevant for small businesses, as customers often expect smaller, local brands to be more ethical and transparent.
Being upfront about sustainability efforts—even if they’re still a work in progress—can build credibility. Sharing challenges, milestones, and small wins through social media or email newsletters makes the brand relatable and trustworthy.
The circular economy—a model in which products are reused, repaired, or recycled instead of discarded—is gaining momentum. Small businesses are finding creative ways to incorporate this principle into their operations and marketing.
For example, some businesses encourage customers to return used products in exchange for discounts or loyalty points. Others upcycle returned goods into new products and share this process with customers through digital platforms.
By participating in the circular economy, small businesses can differentiate themselves while building a loyal customer base. Promoting these initiatives online—whether through videos, blogs, or customer testimonials—can amplify their impact and attract eco-conscious buyers.
Sustainable marketing is more than a trend—it’s becoming a necessity for businesses of all sizes. For small businesses, it represents both an opportunity to stand out in a competitive market and a chance to make a meaningful impact on the planet.
Emerging trends like green digital advertising, circular economy initiatives, and transparency are reshaping how brands connect with their audiences. By embracing these practices, small businesses can attract eco-conscious consumers, build loyalty, and foster trust—all while reducing their environmental footprint.
The future of marketing belongs to those who see sustainability not as an add-on, but as the foundation of their growth. For small businesses ready to take on this challenge, the rewards go beyond profits—they include making a lasting, positive impact on the planet and the people who inhabit it.
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From plush figures to digital pets, a new class of AI toys is emerging — built not around screens or sensors, but around memory, language and emotional awareness
Updated
February 5, 2026 2:00 PM
Spielwarenmesse toy fair. PHOTO: SPIELWARENMESSE
Spielwarenmesse in Nuremberg is the global meeting point for the toy industry, where brands and designers preview what will shape how children play and learn next. At this year’s fair, one message stood out clearly: toys are no longer built just to entertain, but to listen, respond and grow with children. Tuya Smart, a global AI cloud platform company, used the event to show how AI-powered toys are turning familiar formats into interactive companions that can talk, react emotionally and adapt over time.
The company’s central argument was simple but far-reaching. The next generation of artificial intelligence toys will not be defined by motors, sensors or screens alone, but by how well they understand human behavior. Instead of being single-function objects, smart toys for children are becoming systems that combine language models, emotion recognition and memory to support ongoing interaction.
One of the most talked-about examples was Tuya Smart’s Nebula Plush AI Toy. At first glance, it looks like a soft, expressive plush figure. Inside, it uses emotional recognition to change its LED facial expressions in real time. If a child sounds sad or excited, the toy’s eyes respond visually. It supports natural conversation, reacts to hugs and touch and combines storytelling, news-style updates and interactive games. Over time, it builds memory, allowing it to behave less like a gadget and more like an interactive AI toy that recalls past interactions.
Another example was Walulu, also developed using Tuya’s AI toy platform. Walulu is an AI pet built around personalization. It can detect up to 19 emotional states and speak more than 60 languages. It connects to major large language models such as ChatGPT, Gemini, DeepSeek, Qwen and Doubao. Through simple app-based controls, users choose traits like cheerful, quiet, curious or thoughtful. Those choices shape how Walulu talks and reacts. Instead of repeating scripts, it adjusts its tone and behavior over time. The result is not a novelty item, but an emotionally responsive AI toy that feels consistent in daily use.
Tuya also showed how educational AI toys can extend into learning and exploration. Its AI Learning Camera blends computer vision with interactive content. When it recognizes an object, it links it to cultural and learning material. If a child points it at a foreign word, it offers real-time pronunciation and translation. It can also turn drawings into digital artwork, encouraging active creativity rather than passive screen time. In this sense, AI toys for kids are becoming tools for learning as much as play.
These products point to a larger strategy. Tuya is not just making toys — it is building the AI toy development platform behind them. Through its AI Toy Solution, developers can design a toy’s personality, memory logic and behavior without training models from scratch. The system integrates with leading AI models and supports multi-turn conversation and emotional feedback, turning standard hardware into responsive AI companions.
The platform supports multiple development paths. Brands can use ready-to-market OEM solutions, add AI to existing products or build custom toys around their own characters. Plush toys, robots, educational tools and wearables can all become AI-powered toys without changing their physical design.
Because these products are made for children and families, safety is built in. Tuya’s system includes parental controls, conversation history review and content management. It supports standards such as GDPR and CCPA with encryption and data localization.
From a business standpoint, Tuya’s pitch is speed and scale. The company says its AI toy infrastructure can cut development time by more than half and reduce R&D costs by up to 50 percent. Its AIoT network spans over 200 countries and supports more than 60 languages, making global deployment of AI toys easier.
What emerged at Spielwarenmesse 2026 was not just a lineup of smart gadgets, but a clear shift in the category. AI toys are evolving into emotionally aware systems that talk, listen, remember and adapt. Their value lies not in sounding clever, but in fitting naturally into everyday life.
The fair did not present AI toys as a distant future. It showed them as products already entering the mainstream. The real question now is not whether toys will use AI, but how carefully that intelligence is designed for children.