A Better Way to Market Sustainable Products

Overview

Sustainable products gain demand now. Marketers meet challenges daily. Companies must prove that sustainability works. They balance eco-friendly features with what consumers want. They build trust among many claims and seals. Research from NYU Stern’s Center for Sustainable Business and PwC gives clear steps. Marketers can then connect with buyers and grow sales.

The Business Case for Sustainable Products

• Sales Growth
  Data shows strong growth over 12 years. US point-of-sale lists record a 12.3% annual rise for sustainable goods. This growth is 2.3 times the rise of regular items.

• Market Share
  By 2024, sustainable goods took nearly 24% of sales. This share stands out in all categories.

• Price Premium
  Shoppers pay 9.7% more on average for sustainable items. In real terms, premiums average 26.6%. Some products, like paper goods, see over 100% extra. Others, such as coffee, cereal, and chocolate, reach about 50%.

Implication: Sustainable goods show growth and higher prices. This fact makes them a smart bet for investment and promotion.

Marketing Strategies to Amplify Appeal

• Target Customer Profiles
  Millennials, college-educated buyers, city dwellers, and high-income shoppers favor these products. Even so, all age groups buy items like dairy.

• Core Product Attributes First
  Ads must stress a good taste or clean look first. Then, one or two eco-claims join. This mix boosts appeal by about 30 percentage points.

• Relevant Sustainability Messages
  Link eco-claims closely with product perks. For instance, note that skincare with green ingredients also helps skin health.

Tip: Focus your message on the qualities that consumers prize most.

Credible and Trusted Sustainability Claims

• High-Impact Themes:
  · Protect health by avoiding harmful chemicals
  · Save money in the long run
  · Support local farms and food systems
  · Care for children and future generations
  · Preserve animal well-being
  · Source locally or sustainably

• Less Effective Claims:
  Some claims add little value. Scientific points like biodegradability, traceability, standard packaging marks, or mere seals work less well.

• Certification Seals:
  Seals do help some customers. Yet, extra clear words are needed to build trust and boost appeal.

Regulatory Environment and Legal Considerations

• Avoid Ambiguity:
  Words like “clean,” “natural,” or “safe” can spark legal fights. This risk is real for products used by children or applied on skin.

• Evolving Regulations:
  Watch new policies, such as the EU’s Corporate Sustainability Reporting Directive and the Green Claims Directive. These rules require proof from science.

• Traceability and Evidence:
  Robust chain analysis and clear evidence now matter. They back your claims and meet legal needs.

Takeaway for Marketers

1. Understand who buys your sustainable goods.
2. Merge core quality messages with clear eco benefits.
3. Use clear, evidence-based, and precise claims.
4. Build trust by showing proofs and clear certifications.

About the Authors

• Tensie Whelan:
  Distinguished Professor of Practice at NYU Stern and Founding Director of the Center for Sustainable Business.

• David Linich:
  Principal at PwC US, with a focus on decarbonization and sustainable operations.

By linking every idea closely, marketers can boost trust, embrace clear claims, and follow rules. This method helps unlock the true potential of sustainable products—driving growth, winning higher prices, and building lasting loyalty.

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.