A Better Way to Market Sustainable Products: Insights and Strategies

Consumers want sustainable products. Companies now face the task to sell these goods and show that they add business value. NYU Stern’s Center for Sustainable Business (CSB) and PwC give clear steps to help marketing leaders use sustainable products well.

The Business Case for Sustainability in Consumer Products

Sustainable products show fast growth and strong pricing power. CSB studied 12 years of U.S. point-of-sale data in 36 consumer packaged goods categories. Their work shows:

• Growth: From 2019 to 2024, sustainable products grew by 12.3% each year. Conventional products grew by 5.3% each year.
• Market Share: In 2024, sustainable items made up 23.8% of all sales.
• Price Premium: A PwC survey in 2024 asked 20,000 people. On average, they were ready to pay 9.7% more for sustainable goods. CSB found that many products had an actual premium of 26.6%. For paper products, the extra cost was more than 100%. For coffee, cereal, and chocolate, the premium was around 50%.

Targeting the Right Customers and Categories

Some customers lead in buying sustainable products. They include:

• Millennials
• Shoppers with a college degree
• Urban residents
• Those with high incomes

Some product groups, such as dairy, do well with sustainable items across age groups. These groups may also pay higher prices. Marketers must know which segments and categories to focus on.

Amplifying the Appeal: Harmonizing Sustainability with Core Product Qualities

Marketing sustainable products is like making a good song. Core product features must stay clear. CSB and Edelman show that:

• The main quality—like taste, smell, or feel—must be the focus.
• One or two well-chosen sustainability points boost appeal by about 30 percentage points.
• These strategies work for many customer groups.

Example: A skincare product can say, “Made with sustainable ingredients that care for your skin.” This links the eco claim directly with a benefit that matters.

Elevating Credible and Trusted Sustainability Claims

Consumers trust claims that show clear benefits. They care when products:

• Protect human health by avoiding harmful ingredients.
• Save money.
• Support local farms and food systems.
• Benefit future generations and children.
• Help keep animals healthy.
• Use local or sustainable sources.

On the other hand, claims that focus only on science (like biodegradability or climate neutrality) or traceability are not as effective. Certification seals help with rules but need an added clear message.

Best Practices: Precision, Evidence, and Compliance

Companies must build trust and reduce risks. They should:

• Avoid vague words like “clean,” “natural,” or “safe.” This is especially true for products for kids or food.
• Back up claims with scientific facts.
• Watch new rules like the EU’s Corporate Sustainability Reporting Directive, Due Diligence Directive, and the upcoming Green Claims Directive. These rules ask for solid proof for eco claims.
• Invest in tracking the supply chain. This supports strong and trustworthy sustainability messages.

Conclusion

Marketers can succeed with sustainable products if they use a clear business case, target the right customers, and make messages that combine main benefits with eco claims. If they add careful proof, they build trust, boost sales, and support lasting change.

Sources:

• NYU Stern Center for Sustainable Business
• PwC Consumer Surveys and Sustainability Research
• Edelman Communications Firm

This clear method helps companies meet the growing green demand. It boosts profits and drives positive change.

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.