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

Sustainable products grow in popularity. Consumers choose them. Many companies struggle to market these goods well. NYU Stern’s Center for Sustainable Business (CSB) and PwC share research that shows how businesses can use sustainability to improve product offerings and messaging. In our text, each word connects closely with the next to help you understand faster.

The Growing Business Case for Sustainability in Consumer Products

• Sustainability CPGs grow fast.
 - They grew at 12.3% per year from 2019 to 2024.
 - Their growth is double that of traditional products.

• Market share climbs.
 - In 2024, sustainable products claimed 23.8% of all CPG sales.
 - They covered 40% of the U.S. market (alcohol and tobacco not included).

• Consumers pay more.
 - A PwC survey asked 20,000 people in 2024. They said they would pay 9.7% more.
 - In real sales, prices were 26.6% higher. Some paper products were over 100% more expensive. Coffee, cereal, and chocolate traded at about 50% more.

Takeaway:

Using sustainability to market products helps both people and profits. It supports growth and higher pricing.

Understanding Customer Segments and Category Impact

Some groups choose sustainability-marketed products more often.
 - Millennials buy them.
 - College-educated shoppers opt for them.
 - Urban residents select them.
 - High-income earners also prefer them.

These products hold large sales shares in key items like dairy. All generations buy them.

Takeaway:

Find and focus on the customer groups that care about sustainability.

Crafting Effective Marketing Messages for Sustainable Products

CSB and Edelman show us smart messaging steps.
 - First, state the main product benefit. For example, note a chocolate bar’s rich taste or a soap’s fresh scent.
 - Next, add one or two clear sustainability claims. Place these claims close to the main benefit.
 - This mix boosts product appeal by about 30 percentage points.

Example:

For skincare, a message like “Formulated with sustainable ingredients that care for your skin” puts sustainability right with product quality.

Elevating Credible, Trusted Sustainability Claims

Consumers like claims that offer clear benefits. They prefer claims that help them directly:
 - Claims that protect human health by excluding harmful ingredients.
 - Claims that help save money.
 - Claims that support local farms and food systems.
 - Claims for the welfare of future generations and children.
 - Claims that protect animal health.
 - Claims with locally or sustainably sourced ingredients.

Claims that use vague or scientific language lose strength.
 - Terms like biodegradability or climate-neutral are distant from everyday experience.
 - Traceability details cause confusion.
 - Packaging claims (except for all-recycled content) do not add much.
 - Sustainability certifications work only when paired with other evidence.

Takeaway:

Stick to clear benefits that matter directly to consumers. Use evidence to back up your claims.

Importance of Precision, Evidence, and Compliance

Vague words like “clean,” “natural,” or “safe” can lead to legal fights. This happens especially for children’s products or items applied to skin.
 - Companies must follow changing rules.
 - In the EU, the Corporate Sustainability Reporting Directive guides these rules.
 - The EU Corporate Sustainability Due Diligence Directive also matters.
 - The proposed EU Green Claims Directive will require scientific proof for green claims.

Companies must invest in detailed value chain analysis and traceability. This work builds messaging that is both clear and strong.

Conclusion: Practical Steps for Marketing Sustainable Products

1. Clarify your business case. Use data on growth and price premiums.
2. Understand and target the consumer segments that value sustainability.
3. Craft messages that mix core product benefits with one or two clear sustainability claims.
4. Provide claims that are credible and backed by evidence.
5. Keep up with compliance by documenting and adjusting to new regulations.

Following these clear steps helps companies meet the growing demand for sustainable products while building trust and long-term loyalty.

About the Authors

• Tensie Whelan: She is the Distinguished Professor of Practice at NYU Stern and started the NYU Stern Center for Sustainable Business.
• David Linich: He is a Principal at PwC US and works on decarbonization and sustainable operations.

This summary draws on 12 years of consumer data from Circana and recent research from NYU Stern CSB and PwC (2025).

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.