Sustainability is becoming increasingly relevant, also in the construction sector. HolzMaxx AG, an SME operating in the Swiss construction sector, already offers products with strong sustainability features, but these are not always visible to customers. Many SMEs face challenges in communicating sustainability clearly, especially when relying only on labels or certifications that customers might overlook. This creates a gap between what products offer and what customers perceive.

The thesis combines practical customer insights with relevant theoretical models from marketing and behavioural science. A customer survey was conducted to understand current attitudes toward sustainability and preferred communication formats. These findings were combined with models like the Elaboration Likelihood Model and Integrated Marketing Communication to develop a strategy that fits the company’s identity and resource availability while addressing both engaged and less interested customers.

The thesis delivers a practical marketing communication strategy that helps HolzMaxx AG make its sustainability efforts more visible without changing its corporate identity. By adapting existing formats like product fact sheets, newsletters or field service communication, the strategy builds on what already works and adds subtle but effective sustainability elements. It focuses on clear messages, small design adjustments, and consistency across all communication channels. This approach allows the company to strengthen its sustainability positioning over time while maintaining its established values. The strategy also offers a flexible structure that can be extended to other products and formats in the future.