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

Sustainable products attract more consumers. Companies learn that their market share depends on genuine connections. NYU Stern’s Center for Sustainable Business and PwC offer clear tips. Their study shows that real words and close links between ideas help messages stick.

The Business Case for Sustainable Products

• Strong Sales Growth: US data from 2019 to 2024 across 36 goods categories shows sustainability products growing fast. Sales grew by 12.3% each year—more than twice the rate of standard products.

• Market Share Expansion: By 2024, sustainable products made up nearly 24% of overall sales in these categories.

• Price Premiums: Consumers say they would pay about 10% more for sustainable goods. In actual sales, sustainable products have a 26.6% premium. In some paper products, the premium tops 100%; in coffee, cereal, and chocolate, it is about 50%.

Key Strategies for Marketing Leaders

1. Understand Your Target Audience

Marketers see that sustainable goods win buyers who are young and urban. Millennials, college graduates, and high-income earners buy them more. Even dairy shows strong sales from all ages. This fact opens doors to the mainstream market.

2. Craft Compelling Product Messaging

Think of sustainable marketing like making a catchy tune.
• The core product quality stays central—its taste and strength matter first.
• Add one or two sharp claims about sustainability. This boosts appeal by up to 30 percentage points.
• This clear, close link helps all consumer groups.

Example: For skincare, state simply: “Made with sustainable ingredients that protect your skin.” This link ties good care to green choices.

3. Prioritize Trustworthy and Relevant Claims

The best claims are simple and clear. They connect to benefits that people value:
• They protect health by avoiding harmful chemicals.
• They lower costs.
• They support local farms and food systems.
• They help children and future lives.
• They protect animal health.
• They use local or sustainable sources.

Avoid abstract words. Claims like “biodegradable” or “climate neutral” need extra details. Certifications add trust only when they come with clear, linked benefits.

4. Be Precise and Evidence-Based

Generic words such as “clean” or “natural” bring risks. These words may spark legal issues, especially for products for children or skin.
• Use clear and simple language.
• Stay tuned to new rules like the EU’s Corporate Sustainability Reporting Directive and the potential Green Claims Directive.
• Build strong systems. Trace your supply chain and use data to prove your claims.

Conclusion

Marketing sustainable products well means being clear, real, and linked to what people care about. Use data and trusted steps to show how sustainability and product quality connect. This approach builds strong trust and drives growth in a busy market.

About the Authors

• Tensie Whelan: Distinguished Professor and Founding Director at NYU Stern’s Center for Sustainable Business.
• David Linich: Principal at PwC US and expert in decarbonization and sustainable operations.

For brands to shine in the green economy, tie sustainability closely to excellent products and honest messages. This focus builds consumer loyalty and lifts sales.

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.