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

Sustainable products gain favor fast. Consumers choose them. Companies face hard tasks to use this green demand. NYU Stern’s Center for Sustainable Business and PwC share clear, research-based ways. They stress that linking each idea closely makes proofs easier to grasp.

The Business Case for Sustainability in Consumer Products

• Market Growth:
Green products in consumer goods grew at 12.3% each year from 2019 to 2024. This rate is 2.3 times faster than for ordinary goods. In 2024, these green items made up almost 24% of all sales. Thirty-six different consumer packaged goods were studied.

• Price Premiums:
Many consumers pay roughly 10% extra when buying sustainable goods. In real sales, premiums reached 26.6%. In paper, prices rose by more than 100%. In coffee, cereal, and chocolate, premiums were around 50%.

Key Principles for Marketing Sustainable Products

1. Understand Your Customer Segments

Certain groups lean toward green products. Millennials, urban residents, educated buyers, and high-earners show more interest. Knowing which group values what helps tailor your message.

2. Blend Sustainability with Core Product Attributes

Marketing must show a product’s best traits such as taste, quality, or performance. It should also add one or two clear green claims. For instance, a sunscreen that is “made with sustainable ingredients that care for your skin” connects its green idea straight to its main feature.

3. Prioritize Credible and Relevant Sustainability Claims

The strongest green claims help by:
• Protecting health with non-toxic ingredients
• Saving money
• Supporting local farms and food systems
• Helping future generations
• Caring for animal well-being
• Using local or eco-sourced materials

Weaker claims use words like biodegradable, climate-neutral, or focus on traceability. Only packaging with all first-hand recycled content works well. Certification seals add trust, yet they need clear words for full impact.

Navigating Regulations and Building Trust

• Precision in Claims:
Vague words such as “natural,” “clean,” or “safe” can cause legal issues. This is true for products for children, or items you eat or put on the skin.

• Regulatory Compliance:
Marketers must watch new rules. The EU’s Corporate Sustainability Reporting Directive and possible EU Green Claims Directive need scientific proof for green claims.

• Traceability and Transparency:
A clear supply chain helps prove your green story. It builds honest trust with buyers.

Conclusion

Success in sustainable product marketing comes when you tie green ideas to what your customers care about. Use strong, clear claims and meet all rules. This method helps brands grow, while keeping consumer trust over time.

About the Authors

• Tensie Whelan:
Distinguished Professor of Practice at NYU Stern. She founded the Center for Sustainable Business.

• David Linich:
Principal at PwC US. He focuses on decarbonization and sustainable operations.

For companies that want to deepen their sustainable impact, these strategies give a firm, research-based start. They can boost sales growth while helping the planet.

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.