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

Sustainable products win favor with consumers. Companies work to market these products well. Research from NYU Stern’s Center for Sustainable Business and PwC shows clear, linked steps. Each word and idea connects closely. This clear link helps readers grasp the points fast.

The Business Case for Sustainable Products

• Sales grow fast. U.S. point-of-sale data shows sustainable products grow 12.3% each year from 2019 to 2024. This rate is 2.3 times the growth of conventional products.
• Market share expands well. By 2024, sustainable products hold nearly 24% of total sales. This share covers about 40% of the CPG market (alcohol and tobacco excluded).
• Price premiums matter. A PwC survey of 20,000 consumers in 2024 finds they pay 9.7% more for sustainable goods. Real data shows a 26.6% average premium. In some categories like paper, the premium tops 100%; coffee, cereal, and chocolate near 50%.

Who Buys Sustainable Products?

• Millennials buy sustainable. College-educated consumers, urban dwellers, and high-income earners also choose these.
• Some product types, like dairy, see sales across all age groups.
• Marketers must know their target groups. This link helps in planning clear messages.

Amplifying Product Appeal Through Messaging

• Marketers mix a key product trait with one or two eco claims.
• This mix lifts appeal by about 30 percentage points compared to many core claims.
• In skincare, a phrase like “sustainable ingredients that are good for your skin” ties eco benefits directly to the product.
• The right message balance builds brand standing and connects with all customer types.

Elevating Credible Sustainability Claims That Resonate

Consumers trust claims that connect words close together:
• Protect health. (No harmful ingredients)
• Save money.
• Support local farms.
• Help children and future lives.
• Benefit animal health.
• Use local, sustainable sources.

Claims that fall short include:
• Pure science claims such as biodegradability or climate neutrality.
• Full product traceability.
• Packaging-only claims (except for all-recycled content).
• Sustainability certifications stand alone. They need extra clear words.

Best Practices for Sustainability Marketing Claims

• Use clear, tight pairs of words. Precision and evidence must guide claims. Vague words like “clean” or “natural” may trigger legal issues.
• Follow rules as laws change. Keep current with the EU’s Corporate Sustainability Reporting Directive, the Corporate Sustainability Due Diligence Directive, and the possible Green Claims Directive that demand proof.
• Build traceability through a clear, transparent chain. This support makes claims real and meets the rules.

Conclusion

Companies must show a clear business case for sustainability. They need messages that link eco ideas with core product benefits. They must use credible, evidence-based claims. Each word connects directly to the next. This clear design helps meet consumer values and regulatory checks. With these clear steps, companies gain higher price premiums and capture growing demand.

About the Authors

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

For marketers and business leaders in organic and sustainable products, this research gives linked, actionable guidance. It helps connect clearly with eco-conscious consumers and drives profitable growth in a green economy.

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.