The thesis aimed to explore the relationship between digital marketing and sustainability, specifically in creating environmentally conscious attitudes amongst people from Gen-Z. The study analyzed the effectiveness of creative strategies, namely informative and storytelling strategies, in promoting sustainable practices. Primary research was conducted through a survey of 200 individuals, while secondary research involved the use of the life cycle marketing model, content marketing matrix, and RACE framework. The study recommends that companies focus on educating customers about sustainability and environmentally friendly practices. The thesis concludes with an annex of raw data collected from the survey.