In these polarized times, corporate leaders are growing skittish about promoting sustainability in their products. Yet our research on actual consumer purchases demonstrates that sustainable products are growing two times faster than conventional, at a 28% premium in average, across most demographics.
Research: How to Effectively Market Green Products
A study involving nine leading brands reveals the messaging that resonates and boosts market share.
July 19, 2023
Summary.
A study, involving Edelman and nine major brands, finds that despite corporate hesitations, sustainable products are growing twice as fast as conventional ones, appealing across all demographics. Brands should ensure that product quality is not compromised while promoting sustainability. Combining sustainability claims with core brand attributes can broaden consumer appeal. Effective sustainability messages prioritize the personal and community benefits, while technical or scientific claims are less compelling unless tied to consumer benefits. Sustainably-marketed goods are consistently growing across demographics, indicating that compelling sustainability claims can boost customer engagement and business growth.
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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Business Plan Development. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to create a winning business plan.