The 5 C’s of sustainable marketing are often identified as consumer-centered, creative and cutting edge, community and connection, cause-oriented, and clarity. Consumer-centered means that the business focuses on the consumer’s perspective when creating and marketing a product. Creative and cutting-edge refers to the importance of not getting stuck in old ways, instead prioritizing innovation and continuous improvement. Community and connection refers to building relationships with other businesses and organizations that share a sustainability agenda. Cause-oriented means a business stands up for a cause it supports. Finally, clarity refers to transparency and open conversation with audiences.