A Better Way to Market Sustainable Products: Key Insights from NYU Stern and PwC Research

We find that consumers like sustainable products. They show strong interest. Yet, many companies struggle to market these products well. NYU Stern’s Center for Sustainable Business (CSB) and PwC offer clear tips. They show how to link product features with sustainability ideas. This link makes messages feel strong and close.

The Business Case for Sustainable Products

Sustainable products win in sales. They grow faster than regular products and earn higher prices. Research tells us:

• Sales Growth: Products with clear sustainable marks grew by 12.3% each year from 2019 to 2024 in the US. These products now hold a 23.8% market share in 2024. They outpace normal products by more than double.
• Price Premium: PwC’s 2024 survey shows that consumers may pay 10% more for sustainable goods. Yet, real premiums average 26.6%. In some groups like paper products, the mark can exceed 100%. Items like coffee, cereal, and chocolate show about 50%.

Action Tip: Find who buys sustainable items. Millennials, college graduates, urban dwellers, and those with higher incomes tend to choose them. Use this fact to shape your marketing efforts.

Amplifying Product Appeal Through Messaging

Good marketing keeps related words close. Start with the product’s best feature, like taste or clean power. Add one or two sustainability claims next. This mix lifts appeal by an average of 30 percentage points. The strategy works with many buyers.

Action Tip: Match your sustainability words with the product type. For skin care, say it is "made with sustainable ingredients that help your skin." Avoid vague eco-claims when you can be direct.

Elevating Credible and Trusted Claims

Consumers connect best with clear, direct benefits. They value claims that offer them or society a direct gain. For example, claims about: • Protecting human health (free from harmful chemicals) • Helping customers save money on eco choices • Supporting local farms and future generations • Preserving animal welfare • Using locally or sustainably sourced materials

Claims on biodegradability or climate neutrality have less impact if they stay vague. Even so, certifications matter for official proof.

Action Tip: Keep your claims clear and based on evidence. Do not use fuzzy words like “clean” or “natural.” Prepare for new rules like the EU Green Claims Directive that demand proof. Show your value chain’s details to strengthen your claim.

Conclusion

To market sustainable products well, balance your words and numbers. Show business gains with clear data. Make messages that tie core benefits with sustainability. Support every claim with strong proof. These steps help grow sales, justify price marks, and build trust over time.

About the Authors

• Tensie Whelan: Distinguished Professor of Practice, NYU Stern; Founding Director, NYU Stern Center for Sustainable Business.
• David Linich: Principal at PwC US; Expert in decarbonization and sustainable operations.

This guidance offers clear, research-backed steps. Leaders in consumer packaged goods can use these insights. They learn to make sustainability a true market strength.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.