A Better Way to Market Sustainable Products: Key Insights and Strategies

Sustainable products gain consumer interest. Companies face tough challenges when they market these products. Research from NYU Stern’s Center for Sustainable Business (CSB) and PwC offers clear guidance. This guidance helps companies unlock the value of sustainability in consumer products.

The Business Case for Sustainable Products

• Strong Sales Growth: Data from 12 years of U.S. point-of-sale records shows that sustainability-marketed products grew at 12.3% per year from 2019 to 2024. This growth rate is more than twice that of conventional products. The data spans 36 categories and covers 40% of the consumer packaged goods market.
• Market Share: In 2024, sustainable products made up nearly 24% of total CPG sales.
• Price Premiums: Surveys reveal that consumers are ready to pay a 9.7% premium on average. In practice, price premiums average 26.6%. Some categories, like paper products, coffee, cereal, and chocolate, can see premiums of 50% or more.

Takeaway for Marketers: Identify the key categories and customer groups (millennials, educated, urban, high-income) that trust sustainability claims. Focus your efforts where the impact will be greatest.

Amplifying the Appeal of Sustainable Products

• Core Attribute First: Start by showing a product’s main quality such as taste or effectiveness.
• Layered Messaging: Add one or two clear sustainability claims on top of the core benefit. This strategy boosts appeal by about 30 percentage points.
• Consumer Resonance: Link sustainability messages closely to the product and what customers value.

Example: In skincare, use a message like “formulated with sustainable ingredients that are good for your skin.” This statement ties sustainability to a clear consumer benefit.

Takeaway: Build messages that join strong product quality and genuine sustainability claims. This blend makes your message clear and engaging.

Prioritizing Trusted Sustainability Claims

• High-Impact Claims: Consumers favor claims that stress real benefits. For instance, claims about:
  • Protecting human health (using no harmful ingredients)
  • Saving money
  • Supporting local farms and food systems
  • Helping children and future generations
  • Preserving animal health
  • Sourcing locally or in a sustainable way
• Less Effective Claims: Generic or technical labels like biodegradable, climate-neutral, or traceability do not connect as well unless supported by solid proof.
• Role of Certifications: Certification seals add trust but do not work on their own to boost appeal.

Takeaway: Use clear and relatable claims. Back them with evidence. This builds trust and avoids risks with vague terms like “natural” or “safe.”

Navigating Regulatory and Legal Pressures

Regulations grow, especially in the EU. Laws like the Corporate Sustainability Reporting Directive, the Corporate Sustainability Due Diligence Directive, and the future EU Green Claims Directive demand transparency and proof for sustainability claims. Companies must have strong traceability and data across the value chain. This approach helps them follow the rules and keep consumer trust.

Takeaway: Build strong internal systems to analyze sustainability data. Be ready to prove every environmental and social claim about your products.

Conclusion

Marketing sustainable products well needs a clear strategy. You must:

• Show business value with strong sales and justified price premiums.
• Create simple messages that tie sustainability to product quality.
• Use clear, proven claims to build consumer trust.
• Stay updated on changing rules and regulations.

Follow these ideas to grow your sustainable product market and build lasting loyalty with consumers.

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

Sources:

• NYU Stern Center for Sustainable Business analysis of Circana point-of-sale data, 2019-2024
• PwC global consumer survey, 2024
• Research collaboration between NYU Stern CSB and Edelman Communications, 2025

For more on sustainable marketing and business transformation, explore related insights on regulatory trends and consumer behavior.

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.