Founding Director Tensie Whelan and Adjunct Professor Randi Kronthal-Sacco published insights from their newest research into how social sustainability messages resonate with consumers. 

As consumer expectations for brand values rise, many companies are unsure how to communicate social purpose without alienating customers. Research from NYU Stern Center for Sustainable Business—conducted with seven major U.S. brands across industries—found that social messages focused on access, equity, and community wellbeing significantly boost brand appeal. When brands pair clear social commitments with functional excellence, consumer preference rises from 42% to 70%. The most effective messages—promoting access, meeting basic needs, responding to crises, supporting veterans, and addressing economic disparities—resonate across demographics and political lines. The takeaway: authentic, purpose-aligned social messaging strengthens both trust and market performance.

Read the full article in Harvard Business Review here.