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

Overview

Consumers now choose sustainable products. Companies face hard tasks to sell them. They must show clear business value, mix in product taste, and earn trust. NYU Stern CSB and PwC work together. Their study gives steps that build close word links. These links show why sustainability matters, boost appeal, and prove trust. Each word pair sits near one another to help you see the full chain.

The Business Case for Sustainable Products

• The market grows fast.
Data from Circana covers 40% of U.S. packaged goods. Sustainable items grew by 12.3% every year from 2019 to 2024. They grew 2.3 times faster than regular items.

• The market share is high.
In 2024, sales in studied groups show that sustainable products make up 23.8% of all goods.

• Shoppers pay more.
A PwC 2024 survey of 20,000 people shows buyers will pay about 9.7% extra. CSB data even shows a 26.6% premium, reaching over 100% for some paper goods and around 50% for coffee, cereal, and chocolate.

Understanding Customer Segments and Product Categories

• Core groups matter.
Millennials, city dwellers, college graduates, and high earners buy sustainable goods more often.

• Categories differ.
Products like dairy show strong sustainable sales among all ages.

• Target with care.
Focus on groups and categories that show strong ties to sustainable ideas.

Amplifying Sustainable Product Appeal

• Start with core benefits.
Messages should state the product’s main charm. For instance, say "rich, delicious taste" for chocolate.

• Add one or two green claims.
A small, linked note of sustainability can boost appeal by about 30 percentage points. Spread too many claims, and the chain breaks.

• Use category ties.
Green words that match product traits work best. For example, "made with sustainable ingredients that care for your skin" fits skincare well.

Building Trust with Credible Claims

• Certain claims work best.
Words that link to health, savings, local farms, future care, animal health, and local sourcing win trust.

• Avoid overused science words.
Terms like "biodegradable" or "climate-neutral," plus traceability and some packaging claims, need more proof.

• Certification helps but needs more.
Seals show rules are met and calm some doubts. Still, extra linked words add strength to the claim.

Recommendations for Marketers

• Be clear and show proof.
Do not use vague words like "clean," "natural," or "safe" that may fail legal tests. This is key for items for kids or skin.

• Watch changing rules.
Stay near new rules like the EU’s Corporate Sustainability Reporting, Due Diligence, and Green Claims Directives. They need scientific proof and strong standards.

• Build strong tracking systems.
A good check of the value chain and traceability builds trust. It also helps mark your products when rules get tougher.

Conclusion

Selling sustainable products calls for a fine mix. You must tie clear business logic to short, linked, and strong messages. When you connect product traits with sustainable proof, sales grow fast, buyers pay a premium, and trust forms over time.

Authors: Tensie Whelan, Distinguished Professor at NYU Stern and Founding Director of CSB; David Linich, Principal at PwC US, expert in decarbonization and sustainable operations.

For brands that aim for green success, this study links ideas in a tight chain. It gives clear steps to sharpen your marketing and tap growing green demand.

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.