A Better Way to Market Sustainable Products: Key Insights and Strategies

Sustainable consumer products grow fast. Consumers seek eco-friendly options and drive this trend. Yet, marketing these items is hard. Companies want to ride the green wave. Research from NYU Stern’s Center for Sustainable Business and PwC gives clear, data-backed tips. Brands can use this advice to connect well with customers and gain more value from sustainability.

The Business Case for Sustainability in Consumer Goods

• Sales Growth: Twelve years of US point-of-sale data from Circana shows that sustainable products grew by 12.3% each year from 2019 to 2024. This rate is more than twice that of regular products.

• Market Share: In 2024, sustainable items took 23.8% of the overall sales in these goods.

• Price Premium: A PwC 2024 survey of 20,000 people found that consumers are willing to pay almost 10% more for sustainable goods. In practice, premiums averaged 26.6% and reached over 100% for some paper products, and about 50% for coffee, cereal, and chocolate.

Understanding Customer Segments and Product Categories

Sustainable buyers are often millennials, college graduates, urban dwellers, and high-income earners. Sales for sustainable goods stay strong even among all age groups in dairy and similar sections. Knowing which groups and categories love sustainability helps brands match their marketing and prices.

Amplifying Product Appeal through Strategic Messaging

Marketers combine a product’s core traits (like taste or cleanliness) with one or two clear sustainability points. Studies by CSB and Edelman show that this mix can boost appeal by about 30 percentage points. When sustainability links clearly to product benefits—such as using sustainable ingredients that help your skin—the message hits home.

Prioritizing Credible and Valued Sustainability Claims

Claims matter most when they bring direct benefits: better health, cost savings, local farm support, future care, or animal welfare. Claims that list only science terms (like biodegradable or climate-neutral) or focus on packaging (other than recycled content) work less well. Certification seals help many groups, but they must come with extra messages to win trust.

Ensuring Precision and Transparent Evidence

Do not use vague words like “clean,” “natural,” or “safe.” Such terms can trigger legal problems, especially for products used by children or on the skin. Companies must watch changing rules, including European policies like the Corporate Sustainability Reporting Directive, the Due Diligence Directive, and the upcoming Green Claims Directive. All stress proof and traceability. Building clear links in the supply chain is key to credible and compliant sustainability claims.

Takeaway for Marketing Leaders

To unlock the full value in sustainable products, you should:

1. Clarify the Business Case: Use data on growth, market share, and price premiums to back investments in sustainable goods.
2. Amplify Appeal: Mix strong sustainability points with the product’s best qualities for each customer group.
3. Elevate Credibility: Rely on clear, evidence-backed claims that focus on real consumer benefits, and keep pace with regulations.

Following these data-backed tips can help companies meet rising consumer demand. They can build stronger brand loyalty and grow profits in a market that values green choices.

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

Published May 21, 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.