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

Shoppers now choose sustainable products. Marketers face a hard task to share clear, true messages. NYU Stern’s Center for Sustainable Business and PwC show simple ways to speak clearly. They tie facts to trust and open new doorways for growth.

The Business Case for Sustainable Products

• Strong Sales Growth:
Across 12 years (2019–2024) and 36 product types, sustainable products grow almost 12.3% each year. Their growth is more than double that of normal products.

• Market Share:
In 2024, sustainable goods made up 23.8% of all sales in key consumer product groups.

• Price Premiums:
PwC’s 2024 survey tells us buyers are ready to pay about 9.7% extra on average. In real sales, average premiums hit 26.6%. Some groups, like paper, saw prices double. Coffee, cereal, and chocolate were near a 50% extra charge.

Target Customer Segments

Millennials, college graduates, city dwellers, and high earners choose sustainable products more often. Dairy and other key groups show strong sustainable sales no matter the age. Knowing which buyers care helps craft smart message plans.

Crafting Compelling, Credible Marketing Messages

Connect Sustainability with Core Product Qualities

Good marketing shows the product’s best traits. It links taste, smell, or strength with one or two clear sustainable points. For example, a skincare item may say it has "sustainable ingredients that are good for your skin." Research finds that pairing main features with two green claims can lift appeal by 30 percentage points.

Highlight Sustainability Benefits That Resonate

Buyers trust claims when they come with clear benefits. These benefits include:
• Protecting human health (no harmful ingredients)
• Saving money
• Helping local farms and food sources
• Securing a better future
• Caring for animal health
• Using local or responsibly sourced ingredients

Too often, vague claims—like merely saying “biodegradable,” “clean,” or “natural”—dilute trust. Certification marks without clear gains work less well.

Ensure Precision and Transparency

Unclear claims create risk. They may lead to legal trouble when products touch skin or children use them. Firms must follow rules like the EU’s Corporate Sustainability Reporting Directive and Green Claims Directive. These rules ask for science-based facts and a clear view of the supply chain. A strong value chain check is key to back up claims and build trust.

Conclusion

Marketing sustainable products needs clear, appealing, and true messages. By knowing what buyers care about, linking green points with core benefits, and using clear proof, companies can boost revenue. They can also show that sustainable products are a smart, safe investment.

About the Authors:
Tensie Whelan is a Distinguished Professor of Practice at NYU Stern and the Founding Director of the Center for Sustainable Business. David Linich is a Principal at PwC US who works in decarbonization and sustainable operations.

Sources include data from Circana, CSB at NYU Stern, PwC surveys, and joint research with Edelman.

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.