Purpose Is the New Power
- Rachelle Momberg
- Jul 23
- 3 min read
Sustainability in 2025
Something is shifting. Quietly but surely, a wave of businesses is stepping up, not just to do business but to do it better.
It’s no longer enough to say you care. In 2025, brands are expected to show it. In the heart of Brisbane, we’re seeing a powerful convergence of sustainability, storytelling and strategy, where growth is measured not only by profit, but by purpose.
At Yellow Bunny, we call this nature-born storytelling. It’s not a buzzword. It’s about brand communications that are rooted in something deeper: impact, integrity and intent.
So what does sustainability look like for Brisbane-based businesses this year? Let’s dig in.
1. Sustainable marketing is strategic, not just symbolic
Businesses across South East Queensland are investing in sustainability-focused marketing that does more than tick ESG boxes. We’re seeing a rise in:
Conscious content marketing that prioritises education and behaviour change
Eco-conscious brand communications that support transparency over tokenism
Purposeful campaigns designed to create long-term value, not short-term noise
Brands are promoting their environmental impact data, not just their pledges. Businesses are using their platforms to spotlight local regenerative land, circular practices or energy innovation. Sustainability is now baked into a brand story, not bolted on later. Consumer expectations to back claims us is rising.
2. Authentic storytelling and purpose is a brand’s greatest asset
Forget polished perfection. In 2025, it’s raw, real stories that cut through. More Brisbane-based founders are leading with personal values and lived experience, whether that’s a journey to reduce waste, transition to B Corp status or support Indigenous land management through business.
This isn’t performative. It’s powerful.
Through authentic storytelling, these brands are building deeper trust, driving customer engagement and laying the foundation for brand awareness campaigns that actually convert. It’s not about being the loudest voice in the room. It’s about being the most honest.
3. Brand activations with integrity are leading the way
Pop-ups, events and partnerships are still strong tactics but the bar has been raised. From mini-festivals celebrating conscious living to zero-waste brand activations in West End and Fortitude Valley, we’re seeing a renewed demand for brand activations with integrity.
The most successful activations in 2025 have three things in common:
A clear social or environmental purpose
Collaborative execution with community stakeholders
Compelling impactful content creation to amplify it all
PR isn't just about press coverage anymore. It’s about creating meaningful moments.
4. Environmental PR strategies are no longer niche
Let’s be real, media is changing. But purpose-led PR still works when it's charged with insight, not spin.
Brisbane-based businesses are increasingly seeking environmental PR strategies that connect to bigger conversations. Climate resilience, water security, Indigenous land rights, transport reform; these are all part of the sustainability narrative this year.
Smart businesses are using PR strategy for business growth in ways that align with public interest and social value.
Yellow Bunny helps shape these stories with edge, clarity and care. It’s not just about getting seen. It’s about being remembered for the right reasons and crafting stories with depth and meaning.
5. Integrated marketing solutions are fuelling impact
More and more brands are looking for integrated marketing solutions that connect the dots between SEO, social, PR, brand and storytelling.
Whether it’s SEO content creation, targeted marketing campaigns or a joined-up content strategy for engagement, it all comes down to cohesion and conviction.
If you're not telling a clear story about why you exist and who you're here to serve, then you’re just adding to the noise.
So, what’s next?
In 2025, Brisbane and Australia as a whole is buzzing with possibility. The businesses that will thrive are those that lead with values, not vanity metrics.
They’ll champion ethical marketing over manipulation.They’ll build public relations campaigns that serve the planet as well as the bottom line and they’ll work with partners, like us, who know how to turn a good story into something unforgettable.
Because storytelling, when done with purpose, is a force for real change.
Ready to tell yours? Let’s talk.