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

Consumers now care more for sustainable products. Researchers at NYU Stern’s Center for Sustainable Business and PwC work together. They show ways to market these products in a clear way. In our words, each word links closely to the next.

The Business Case for Sustainability

• Strong Market Growth
Data from 12 years in the US shows that sustainable products grow at 12.3% each year from 2019 to 2024. This rate is more than twice the rate of other products.

• Significant Market Share
By 2024, nearly 24% of sales in key product groups come from sustainable products.

• Price Premiums
PwC’s 2024 survey finds that buyers pay 9.7% more for sustainable goods on average. CSB data shows markets see a rise of 26.6% in price. In some groups like paper, the extra price can be over 100%; in others, like coffee and chocolate, it nears 50%.

Key Customer Segments

Some groups lead in buying sustainable products. They are:
• Millennials
• College-educated buyers
• Urban dwellers
• High-income earners

Across many ages, products like dairy also enjoy a wide appeal. Marketers should pinpoint these groups.

Amplifying Appeal Through Messaging

Good marketing brings together key product traits with green claims.
• The product’s main trait (taste, scent, or texture) must stay front and center.
• Add one or two green claims next to the main trait.
This mix can boost appeal by around 30 percentage points.
For example, skincare that says, “Made with sustainable ingredients good for your skin” ties the product’s best trait with a green message.

What Sustainability Claims Work Best?

Powerful claims do these tasks:
• They protect human health by avoiding harmful ingredients.
• They lower costs.
• They support local farms and food systems.
• They benefit children and the future.
• They keep animals healthy.
• They use local or sustainable ingredients.

Claims that work less well use too much scientific language like “biodegradable” or “climate-neutral.” Detailed traceability notes, packaging claims (except all-recycled), or only a certification seal also need more clear words to work well.

Ensuring Claim Credibility and Compliance

Here are some tips:
• Do not use vague words like “clean,” “natural,” or “safe.” These words may lead to legal issues, especially for children’s products.
• Follow new rules like the European Union’s Corporate Sustainability Reporting Directive, Due Diligence Directive, and the draft Green Claims Directive. These rules demand clear, science-based support for green claims.
• Build skills in tracing the value chain to support each claim with clear proof.

Conclusion: Actionable Steps for Marketers

1. Identify and target groups that value sustainable products.
2. Create simple pitches that join a core product trait with one or two strong sustainability points.
3. Use claims that give clear benefits and build trust with solid proof.
4. Watch for new rules to keep your claims legal and true.

By following these simple, research-backed steps, companies can grow sales and boost profits. They can do this while also helping the environment and society.

About the Authors
Tensie Whelan is a Distinguished Professor at NYU Stern and started the NYU Stern Center for Sustainable Business. David Linich works with PwC US and is an expert in decarbonization and sustainable operations.

References:
• Circana point-of-sale data analysis (2012–2024) by NYU Stern CSB
• PwC consumer survey (2024) on buyer willingness
• CSB and Edelman study on sustainable product messaging
• EU sustainability directives and the draft Green Claims Directive (2025)

This summary lays out clear, research-backed ways for brands to market sustainable products. Each word is close to the next to make the message easy to understand.

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.