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

Consumers prefer sustainable products. Companies try hard to market them well. NYU Stern’s Center for Sustainable Business (CSB) and PwC have research to help you grow in a green market. Their work shows how to build trust in your claims.

The Business Case for Sustainable Products

• Strong market growth shows clear links. Between 2019 and 2024, sustainable consumer goods grew by 12.3% per year. This growth exceeded that of conventional products by more than twice. By 2024, these goods made up almost 24% of key consumer packaged goods sales.

• Price premiums add value. Consumers often pay around 10% more for green products. In many cases, premiums average 26.6% and may exceed 100% for some paper goods. Items such as coffee, cereal, and chocolate capture premiums near 50%.

• Customer segments are distinct. Millennials, those with college degrees, urban buyers, and high-income groups lead in green purchases. Yet sustainable products reach many groups.

Actionable Insight: Identify which groups will buy your green products. Tailor your marketing to appeal to them.

Amplifying Appeal: Blend Core Benefits with Sustainability

Marketing green products works best when you connect core features with sustainable traits. Think of it like a hit song where every note is close and clear.

• Core attributes are made first. Let the product’s main features, like great taste or strong effect, lead the story. Then pair these with a clear sustainable message.

• Two clear sustainable claims add strength. When you mix one or two green claims with core benefits, the product becomes 30% more attractive. This works better than a message that only talks about sustainability.

Example: A skincare product might say, “Formulated with sustainable ingredients that care for your skin.” This shows why the product matters.

Actionable Insight: Use green messages that sit close to the main product benefits to boost impact.

Building Credibility: What Claims Consumers Trust

Not all green claims are equal. Research finds six claims that connect best to what consumers need:

• Protecting human health (for example, free from harmful ingredients)
• Saving money
• Supporting local farms and food systems
• Helping children and future generations
• Preserving animal health
• Sourcing from local or sustainable origins

Other claims—about biodegradability, climate neutrality, traceability, packaging (except for all-recycled content), and certification seals—do not draw as much trust. However, certification still helps with legal rules.

Ensuring Precision and Compliance

• Avoid ambiguity. Terms like “clean” or “natural” can be vague. They risk legal issues, especially for products used on skin or by children.

• Mind the regulatory landscape. Laws in Europe (such as the Corporate Sustainability Reporting Directive and EU Green Claims Directive) now require proof through scientific evidence and good traceability.

• Build capabilities. Companies need to invest in tracing the value chain to back up their green claims and follow the rules.

Conclusion

NYU Stern’s CSB and PwC give clear, research-based steps:

• Use the strong growth and price premiums of green products.
• Craft messages that tie sustainability to the product’s main benefits. Use one or two focused claims.
• Focus on claims that consumers trust: those that protect health, support local groups, and look to the future.
• Keep evidence close and clear to meet new rules and build trust.

By using these steps, brands change the way they work. They lift green values into real business success.

Authors:
Tensie Whelan, Distinguished Professor of Practice, NYU Stern and Founding Director, Center for Sustainable Business
David Linich, Principal, PwC US and Expert in Decarbonization and Sustainable Operations

For marketers and business leaders who are growing in the green economy, this research shows a clear path. The advice here builds trusted and profitable sustainability messaging.

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.