A Better Way to Market Sustainable Products

Overview

Consumers favor sustainable products. Companies, however, often struggle to reach full market potential. They must prove growth or price premium chances. They also balance sustainability with other product qualities and work through trust issues in a crowded field. NYU Stern’s Center for Sustainable Business (CSB) and PwC join research. Their study gives clear steps for marketing leaders. These steps heighten appeal and boost claim credibility for sustainable products.

The Business Case for Sustainability

Recent data shows clear promise for sustainable goods:

• Growth Rate: From 2019 to 2024, marketers of sustainable products saw a 12.3% annual growth. This rate more than doubles the growth of conventional items.
• Market Share: By 2024, sustainable products made up nearly 24% of total sales in key consumer packaged goods.
• Price Premiums: PwC’s 2024 survey shows that consumers are willing to pay 10% more. In fact, actual premiums average 26.6%. Some items, like paper products, see a premium over 100%; coffee, cereal, and chocolate get about 50%.

These numbers show sustainable goods can earn higher prices and drive sales.

Key Strategies for Marketing Sustainable Products

1. Recognize Customer Segments and Product Categories

Marketers find that sustainable products do best with young adults, college graduates, urban residents, and high-income buyers. In some markets such as dairy, all age groups choose sustainable goods. Knowing which segments and categories connect with sustainability is key for targeting.

2. Amplify Appeal by Linking Sustainability with Core Product Attributes

Marketers mix a product’s main features (like the rich taste of chocolate or the soft scent of soap) with one or two clear sustainability points. This mix lifts product appeal by about 30 percentage points. Adjust the sustainability message to match the product. For example, skincare products can say, “Made with sustainable ingredients that benefit your skin.”

3. Advance Credible, Consumer-Resonant Claims

High-performing messages focus on clear consumer benefits. They note that sustainable products:
• Protect health by avoiding harmful ingredients
• Save money
• Support local farms and food systems
• Secure a better future for the coming generations
• Take care of animal health
• Use local or responsibly sourced ingredients

Claims that focus on technical facts, such as biodegradability, traceability, or just a certification, do less to win trust. Certification seals are useful. They work best if paired with clear messages that speak to consumers.

4. Ensure Precision and Evidence in Sustainability Claims

Avoid vague words like “clean,” “natural,” or “safe.” These words can cause legal risks, especially for products for children or skin care. Marketers must watch new rules like the EU’s Corporate Sustainability Reporting Directive and the proposed Green Claims Directive. These rules require proof and clear tracking of claims. Build a strong chain of evidence and transparent value sources to keep claims honest.

Conclusion

Marketing sustainable products means mixing strong product features with clear and honest sustainability messages. Marketers who understand their customers, shape bright messages, and navigate new rules can unlock both economic gains and ethical strength. This mix lets companies enjoy full rewards from sustainable goods.

About the Authors:
Tensie Whelan is Distinguished Professor of Practice at NYU Stern and Founding Director of the Center for Sustainable Business.
David Linich is a principal at PwC US, focusing on decarbonization and sustainable operations.

Source:
Whelan, T., & Linich, D. (2025). A better way to market sustainable products. NYU Stern Center for Sustainable Business & PwC. Retrieved May 21, 2025. —

Related Reads:

• How the EU’s Green Deal Drives Business Reinvention
• The CEO’s Sustainability Checklist: 10 Questions for a Winning Climate Strategy
• Regenerative Products: Economic and Planetary Benefits

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