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

Consumers favor sustainable products. Brands now face a real challenge to market these items well. NYU Stern’s Center for Sustainable Business (CSB) and PwC give clear tips. They help companies show the business case, boost appeal, and build strong, credible claims. Their guidance can help brands grow and earn customer trust.

The Business Case for Sustainable Products

Sustainable goods now grow faster. Analysis of 12 years of US point-of-sale data from Circana links 36 CPG categories to clear numbers:

• Sustainable products grew 12.3% a year from 2019 to 2024.
• By 2024, they made up 23.8% of sales in the studied groups.
• Consumers pay a price premium of 9.7% above normal products (PwC survey, 2024).
• In real life, some products sell for 26.6% more. For items like coffee, cereal, and chocolate, prices even reached 50% higher. For some paper goods, costs went above 100%.

This data shows that sustainable lines grow fast and can carry higher prices.

Targeting the Right Consumer Segments

Not every group buys sustainable goods the same way. Key buyers include:

• Millennials
• College-educated shoppers
• Urban dwellers
• High-income earners

Data links these groups to strong demand for many goods. For example, dairy products sell well as sustainable goods across all ages.

Crafting Appealing Sustainability Messages

Good marketing shows product strengths along with green ideas. CSB and Edelman research finds that:

• Top pitches start by linking a key product trait – like taste, strength, or scent.
• Adding one or two clear sustainability claims boosts appeal by 30 percentage points on average.
• Effective messages tie green ideas to the product, such as “formulated with sustainable ingredients that are good for your skin.”

Actionable Tip:
Keep a few focused sustainability messages. This way, you match the product and do not overload the buyer.

Building Trust with Credible Claims

Not every green claim works for consumers. The best claims stress clear benefits, like these:

• Keeping people safe from harmful ingredients
• Saving money
• Helping local farms and food systems
• Protecting children and future generations
• Caring for animals
• Using local or sustainable sources

In contrast, claims about biodegradability, climate neutrality, traceability, or standard certifications (except all-recycled packaging) do not win many buyers.

Precision and evidence are key. Companies must drop vague claims like “clean,” “natural,” or “safe.” Such words can lead to legal troubles. This matters even more for items used by children, on the skin, or in food.

New rules push companies to back up claims with science and value chain checks. The EU Corporate Sustainability Reporting Directive and the planned EU Green Claims Directive demand proofs for environmental claims. Brands that invest in traceability and clear checks will win more trust.

Conclusion

NYU Stern CSB and PwC research show four clear steps:

1. Prove that sustainable products offer great sales and pricing benefits.
2. Focus on the right buyers and product types.
3. Mix the product’s best traits with strong green messages.
4. Use credible, clear claims backed by evidence.

By following these steps, companies can bring full value to green marketing, build trust, and secure long-term brand loyalty.

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

Sources: Research data from Circana, PwC Consumer Surveys (2024), NYU Stern CSB and Edelman studies.

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.