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

Sustainability drives change. It guides what consumers choose. Buyers pick green products. Research from NYU Stern’s Center for Sustainable Business and PwC shows clear steps. It helps companies sell sustainable goods well.

The Business Case for Sustainability in Consumer Products

• Data shows steady growth. Twelve years of U.S. sales data from Circana tells us this. Thirty-six consumer packaged goods share a group. Products with green claims grew 12.3% each year from 2019 to 2024. This rate is more than twice that of standard products.

• Market share rises too. In 2024, green-marketed products made up 23.8% of total sales in these groups.

• Buyers pay more for green goods. Surveys show that consumers pay an average of 9.7% extra. In stores, these goods earn 26.6% more on average. In some groups, such as paper, coffee, cereal, and chocolate, the price boost can hit 50% or more.

Key Consumer Segments and Product Categories

Millennials, college-educated shoppers, city dwellers, and high-income buyers drive sales. In dairy, buyers of all ages choose green products. Knowing which groups shop green is key for smart marketing.

How to Amplify the Appeal of Sustainable Products

Link green ideas with strong product perks. For example, add taste or performance points alongside one or two sustainability messages. Research from CSB and Edelman shows that this mix can boost appeal by roughly 30%. When messages join green claims with product benefits, they work best. Think of skincare that says “made with sustainable ingredients that are good for your skin.” This link touches on consumer needs.

Prioritizing Credible and Valuable Sustainability Claims

The best claims show clear benefits. They speak of personal health, cost savings, local farm support, care for future generations, animal welfare, and ethical sourcing.
Claims with scientific terms like biodegradability, climate neutrality, traceability, or generic seals perform less well. Certification marks help. Yet they need extra consumer-friendly words to lift appeal.

Ensuring Accuracy and Compliance in Sustainability Claims

Companies must avoid vague words such as “clean,” “natural,” or “safe.” These terms risk legal issues. This is especially true for products for children or skin care.
Firms should track changing rules. In the EU, they face rules like:
 • The Corporate Sustainability Reporting Directive and Corporate Sustainability Due Diligence Directive for checking environmental and social impacts.
 • The proposed EU Green Claims Directive, which asks for scientific proof and international standards for green claims.
By adding tools like value chain analysis and traceability, companies can back up their claims and follow the rules.

Actionable Takeaways for Marketing Leaders

1. Clarify the Business Case: Use data showing growth and price gains from green products to win support inside your firm.
2. Target the Right Consumers: Find and focus on groups that buy sustainable goods.
3. Connect Sustainability to Core Product Benefits: Craft clear messages that link green ideas with features buyers care about.
4. Use Evidence-based, Consumer-centric Claims: Choose benefits that are clear and trusted. Avoid vague language.
5. Stay Ahead of Regulations: Watch legal updates and invest in traceability to support solid claims.

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

When companies apply these clear, connected steps, they can grow and earn trust. This approach helps them stand out while selling sustainable products in a competitive market.

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.