Using market research, they understand demand, and design and execute plans to raise awareness, garner interest, and drive sales; and in some cases, they provide input on the development of products or services that respond to a need in the market.

Green marketers may work for a marketing company or within the marketing department of a green building firm, such as a product manufacturer or professional services like architecture, construction, or realty. Their role is to understand, predict and drive customer behavior to support greater sustainability. Green marketers may be involved in helping customers understand the benefits of LEED certification or creating sustainability reports that capture the impact of initiatives to green the built environment.