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

Sustainability guides buying. Marketers face hurdles when they promote these goods. NYU Stern’s Center for Sustainable Business and PwC offer clear steps to boost growth and earn trust.

The Business Case for Sustainable Products

Data from Circana and NYU Stern CSB show that sustainable products grow fast. They grow 12.3% yearly from 2019 to 2024. These goods now form 23.8% of CPG sales in 36 categories that span 40% of the market.

Consumers do pay extra. A PwC survey with 20,000 people in 2024 shows many willing to pay nearly 10% more. Market details show a 26.6% average premium. Some categories, like paper, go over 100%, while coffee, cereal, and chocolate reach about 50%.

How to Realize the Full Value of Sustainability in Marketing

1. Understand Your Target Customers

Millennials, college-educated shoppers, urban dwellers, and high-income buyers choose sustainable products. These groups often drive sales. Marketers must spot which segments make sustainable purchases in their groups.

2. Integrate Sustainability with Core Product Attributes

Like a great song that blends verses and chorus, product messages should tie key qualities with eco claims. Research shows that if a product highlights a main benefit—such as taste or cleanliness—and one or two sustainability points, appeal jumps by 30 percentage points.

For example, skincare that states “made with sustainable ingredients that care for your skin” links eco-friendliness directly with what consumers value.

3. Focus on Credible, Consumer-Relatable Claims

Not all eco claims work the same. Strong claims show clear benefits: • They protect health by avoiding harmful ingredients. • They help consumers save money. • They support local farms. • They help future generations. • They promote animal well-being. • They come from locally sourced or sustainable materials.

Vague claims like “biodegradable” or “climate-neutral” are less effective. Certification matters only when paired with promises that speak directly to consumers.

Best Practices for Sustainable Marketing Communications

• Be precise and support each claim with proof. Avoid terms like “clean” or “natural” that may trigger legal issues.
• Stay ahead of rules. Follow laws such as the EU Corporate Sustainability Reporting Directive and the new Green Claims Directive.
• Invest in tracking. Robust traceability strengthens claim trust and helps manage risks.

Conclusion

Marketers need a clear mix of business sense, customer insight, strong messages, and reliable claims. By linking sustainability with core benefits and focusing on receptive customers, companies can grow, charge premium prices, and build lasting trust.

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

For companies committed to sustainable innovation, these research-backed steps offer a vital path toward environmental impact and commercial success.

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.