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

Consumers increase demand. Companies face a challenge. They must join product features and clear sustainability claims. NYU Stern’s CSB and PwC guide leaders. They help unlock sustainable product value.

The Business Case for Sustainable Products

• US data spans 12 years and 36 CPG categories.
• Data covers 40% of the market.
• Sales from sustainable products grow 12.3% each year (2019–2024).
• This growth is 2.3 times that of conventional products.
• Sustainable sales reach 23.8% of total sales in 2024. • A PwC survey asks 20,000 shoppers.
• Shoppers show willingness to pay 9.7% more.
• Data shows a 26.6% price premium.
• Paper products sometimes show more than 100% extra.
• Coffee and chocolate show around 50% extra.

Reaching the Right Customer Segments

• Sustainability marketing clicks with key groups.
• Millennials, college graduates, city dwellers, and high-income earners stand out.
• Some categories, like dairy, reach all ages.
• Marketers target groups who choose sustainable options.

Crafting Appealing Marketing Messages

• Successful pitches depend on a main attribute.
• Taste, scent, or effectiveness matters.
• One or two sustainability notes add 30 points of appeal.
• These notes must link to product benefits.
• For instance, skincare may say, “Formulated with sustainable ingredients that are good for your skin.”
• Layering senses with green benefits works for many.

Elevating Sustainability Claims That Consumers Trust

• Top claims link directly to consumer benefits.
• They protect health by avoiding harmful chemicals.
• They help save money.
• They support local farms and food systems.
• They show care for children and the future.
• They preserve animal health as well.
• They use local or sustainable sources.

• Less effective claims focus on science and tech alone.
• They mention biodegradability, carbon neutrality, or traceability.
• Certifications help.
• But extra context boosts appeal.

Best Practices: Be Clear, Precise, and Evidence-Based

• Avoid loose words like “clean,” “natural,” or “safe.”
• Companies prepare for new rules.
• Rules like the EU Corporate Sustainability Reporting Directive or the proposed Green Claims Directive matter.
• These rules need scientific evidence.
• They demand strong value chain and traceability skills.

Conclusion

Marketers combine clear business insight with targeted consumers. They craft short messages that join product benefits and sustainability. They support all claims with clear evidence. With these steps, companies tap growing green demand and build trusted sustainable brands.

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

Sources:

• NYU Stern CSB and PwC research, 2025
• Consumer point-of-sale data from Circana
• PwC 2024 consumer survey on sustainability preferences

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