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

Consumers like sustainable products. Brands face a task. They must show goods as green and strong. Researchers at NYU Stern’s Center for Sustainable Business and PwC share clear steps. They point sellers to boost trust, charm, and profit when promoting eco-friendly CPGs.

The Business Case for Sustainable Products

Data from Circana and NYU Stern CSB show sales grow fast. Between 2019 and 2024, green products in 36 categories grew nearly 12.3% each year. They grew more than twice as fast as normal goods. By 2024, these items made up 23.8% of the sales tracked. Alcohol and tobacco are not included.

A PwC survey in 2024 asked 20,000 shoppers. Shoppers paid, on average, 9.7% extra for products that are made or sourced sustainably. In stores, green goods often carry a price mark of 26.6%. Some items like paper products reach over a 100% premium. Other items such as coffee, cereal, and chocolate average near 50%.

Targeting the Right Consumer Segments

CSB research shows key buyers. Millennials, college-educated people, city dwellers, and high-income earners buy green products. Even basic dairy goods get a share from many age groups.

Action Point: Identify which groups react best to your goods. This lets you craft offers that work.

Amplifying Product Appeal Through Harmonized Messaging

Good pitches mix a product’s best traits with clear green messages.
• The product’s main strength—taste, strength, ease—stays central.
• One or two strong claims about the product’s green side boost interest by up to 30 percentage points.

For example, a skincare cream that says it uses sustainable ingredients links care with green benefits. The message stays short and clear. Each message word closely supports the idea.

Prioritizing Trustworthy and Precise Sustainability Claims

Studies show consumers trust clear claims that:
• Protect human health by avoiding bad ingredients.
• Save money.
• Support local farms and future generations.
• Look after animal health.
• Rely on local or green sources.

Claims like biodegradability or vague certificates work less well. Certification marks help for legal rules and for some customers. Yet, they need extra clear text to win most buyers.

Action Point: Skip fuzzy words like “natural” or “clean.” Use clear, proof-based claims. This fits new rules, especially in the EU where science must back green claims.

Navigating Regulatory Landscape

New laws, such as the EU Green Claims Directive, put pressure on companies. They now need strong proof for green claims. This rule urges firms to check their supply chains and trace sources. The task is to show full evidence and build trust.

Conclusion

Green products give a clear chance to grow sales. Consumers want them and pay extra. Marketers can win by these steps:
• Choose buyer groups that value green ideas.
• Match green details with the product’s key features.
• Use clear claims supported by data.

These steps let companies stand out, build trust, and raise sales in a tough market.

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

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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.