A Better Way to Market Sustainable Products

Introduction

Consumer demand for sustainable products grows each day. Companies often struggle to tap into this green market. They must prove that green items make money. They must also weigh sustainability with other features. They work to create clear, trustworthy messages in a world of many claims and certifications.

The Business Case for Sustainability

Research at NYU Stern’s Center for Sustainable Business and PwC shows that sustainable products grow at 12.3% per year from 2019 to 2024. They grow more than twice as fast as regular products. By 2024, these green items made up almost 24% of total sales in many key consumer packaged goods categories.

PwC’s 2024 survey tells us that shoppers pay about 9.7% more for green-made goods. CSB market data shows that sustainable products often have a 26.6% price premium. Some paper products even have a premium over 100%, while coffee, cereal, and chocolate see around 50%.

Key Strategies for Marketing Sustainable Products

1. Understand Your Customers and Product Categories

Sustainable appeal does not work the same for everyone. Millennials, college graduates, city dwellers, and high-income buyers choose sustainable products more. In dairy, many age groups value premium sustainable choices. Find the right target group and know your category well to succeed.

2. Amplify Product Appeal by Linking Sustainability with Core Attributes

Green messaging works best when paired with a product’s main traits. For example, a chocolate bar needs great taste, a soap should smell good, and skincare must show clear benefits. Research from CSB and Edelman shows that mixing one main trait with up to two green claims can boost appeal by 30 percentage points. This simple mix helps a brand connect with more customers.

3. Prioritize Consumer-Valued and Trusted Claims

Customers trust claims that connect with clear product benefits. They care when a product can protect health, save money, support local farms, help future generations, care for animals, or use local, green sources. In contrast, vague claims on biodegradability, climate neutrality, or traceability work less well. An exception is when a product uses 100% recycled content. Certification seals can help, but they must come with clear messages.

4. Be Precise, Evidence-Based, and Compliant

Ambiguous words like “clean” or “natural” can lead to legal issues. This is especially true for products for children or for skin care. Companies must keep clear records and trace their value chain. They need solid scientific proof for every claim. New rules, like the EU Corporate Sustainability Reporting Directive and the upcoming Green Claims Directive, demand firm evidence and clear disclosures.

Conclusion

To market sustainable products well, mix clear business reasons with customer-focused messaging. Link green claims with the product’s core strengths and back up every claim with evidence. With growing demand and a willingness to pay more, companies can create real value by using these best practices while meeting new rules.

Authors:
Tensie Whelan, Distinguished Professor of Practice, NYU Stern & Founding Director, Stern Center for Sustainable Business
David Linich, Principal, PwC US & Practitioner in Decarbonization and Sustainable Operations

References:

• NYU Stern CSB and PwC research (2019–2024 sustainability-marketed product sales)
• PwC 2024 consumer willingness-to-pay survey
• CSB and Edelman research on sustainability messaging appeal
• EU sustainability regulations including Corporate Sustainability Reporting Directive and Green Claims Directive (2025)

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.