A Better Way to Market Sustainable Products

Overview

Sustainable products gain traction with consumers. They grow in the market as companies find new methods. Marketers must show clear business benefits. They use strong, honest messages and real sustainability facts. This style links words closely. It builds clear ties that help the reader understand fast.

Growth and Premium Potential of Sustainable Products

Research from NYU Stern’s Center for Sustainable Business and PwC shows key points:

• Sales Growth: Consumer goods sold with a green touch grew 12.3% each year from 2019 to 2024. This pace is more than twice that of regular products.
• Market Share: By 2024, green products made up about 24% of sales in 36 key areas. This share equals nearly 40% of the consumer packaged goods market.
• Price Premium: A PwC survey in 2024 shows consumers are willing to pay roughly 9.7% more for green goods. In practice, the extra cost averages 26.6%. Some groups, like paper products, exceed a 100% premium, while items like coffee, cereal, and chocolate are near 50%.

Key Consumer Segments

Certain groups often choose sustainable products. They include:

• Millennials
• College-educated shoppers
• Urban residents
• High-income earners

Green products sell well across all age groups. For example, dairy items show a wide appeal that extends past a small niche.

Crafting Effective Marketing Messages

Marketers who succeed mix a product’s best features with one or two green claims.

• Core Focus: Show the product’s key benefits. Think of taste, smell, or how well it works.
• Sustainability Layer: Add one or two green messages that link directly to the product’s benefits. For example, a skincare label can say it is “made with sustainable ingredients that are good for your skin.”
• Impact: This kind of mask helps lift a product’s appeal by about 30 percentage points. It works well with many types of customers.

Credible Claims That Resonate

Research by CSB and Edelman finds six green claims that win trust. They focus on human health, saving costs, helping local groups, preserving the future, protecting animals, and using sustainable sources. In contrast, claims based solely on scientific details (like biodegradability), traceability, or only having certificates get less response.

Best Practices for Claims:

• Do not use vague words such as “clean” or “natural.”
• Give clear, strong claims that rest on evidence.
• Watch new rules like the EU’s Corporate Sustainability Reporting Directive and the proposed Green Claims Directive. Stay updated to support claims with science.

Strategic Takeaways for Marketers

1. Know Your Audience: Identify who values sustainability in your product line.
2. Match Messages with Product Strengths: Place green claims next to the product’s main benefits.
3. Build Trust by Being Clear: Support claims with solid facts and follow rules to avoid legal troubles.
4. Use Sustainability as a Growth Tool: Recognize that green goods capture more market share and command higher prices. This proves they are a wise investment.

Conclusion

By using careful data, simple words, and proven claims, companies can free the power of sustainable products. This clear style meets growing demand and builds stronger brands. It also drives better profits.

About the Authors:
Tensie Whelan is a Distinguished Professor of Practice at NYU Stern. She is also the Founding Director of the NYU Stern Center for Sustainable Business. David Linich is a principal at PwC US. He works on decarbonization and green operations.

Source: NYU Stern Center for Sustainable Business and PwC, “A better way to market sustainable products,” 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.