# NYU Stern CSB Joins GlobeScan and Sustainable Brands to Explore Consumers’ Role in Advancing Sustainability

Center for Sustainable Business

— September 22, 2026

NEW YORK — The NYU Stern Center for Sustainable Business (CSB) joined GlobeScan and Sustainable Brands during Climate Week NYC for “Can Consumers Drive the Sustainability Agenda? A Data-Driven Discussion.” The event explored evolving consumer attitudes, behavior, and purchasing trends, and how businesses can better engage and enable consumers to make more sustainable choices.

The discussion brought together researchers and business leaders to examine the opportunities and challenges of making businesses more sustainable while addressing barriers consumers face, including price.

![Climate week event CSB](/sites/default/files/styles/large_825px_wide/public/2026-10/img_2491.jpeg.webp?itok=Mx0MNfBs)

## Understanding Consumer Demand

Sustainability-marketed products are growing 4.9 times faster than conventionally marketed products across 36 consumer packaged goods categories, according to CSB’s Sustainable Market Share Index™, which analyzes national consumer purchasing data in partnership with Circana.

This research provided a foundation for exploring the relationship between consumer interest in sustainability and purchasing behavior. The discussion examined consumers’ desire for choices that support a better future, alongside the affordability challenges that can prevent them from acting on those preferences.

## Business and Industry Perspectives

Moderated by **Chris Coulter of GlobeScan**, the event featured research perspectives from **Randi Kronthal-Sacco of NYU Stern CSB** and **KoAnn Vikoren Skrzyniarz of Sustainable Brands**.

Joining the discussion were:

- **Karen Pflug**, IKEA
- **Ria Stout**, Forest Stewardship Council
- **David Eichberg**, Mastercard
- **Janeva Morfaw**, Amazon
- **Kristina Friedman**, Unilever

Speakers shared research alongside practical perspectives and examples from leading brands, examining how companies can advance sustainability within their businesses and help consumers make more sustainable choices.

## Connecting Consumer Insights to Business Strategy

The event reflected CSB’s ongoing work to understand the relationship between sustainability and business performance. Through the Sustainable Market Share Index™, the Center provides evidence on purchasing trends to help businesses understand how sustainability-marketed products perform in the marketplace.

[Watch the event recording. ](https://sustainablebrands.com/view/can-consumers-drive-the-sustainability-agenda-a-data-driven-discussion-event-sb-co-hosted-with-nyu-stern-and-globescan)

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