Center for Sustainable Business | Trellis: Demystifying the ‘say-do’ gap in sustainable product purchases

Companies have long complained about the “say-do gap”: Consumers say they want to buy sustainable products and that they’re willing to pay a premium, but don’t actually do so. Yet NYU Stern's Center for Sustainable Business' latest research shows a different say-do gap: consumers are buying, but companies aren’t advertising to them, creating an enormous business opportunity.

Key Takeaways:

• Consumers are buying sustainable products, but companies are not adequately advertising them.
• Sustainability-marketed consumer packaged goods are responsible for nearly 45 percent of all CPG growth, expanding 4.9 times faster than conventional products.
• With 85% of consumers willing to buy sustainable products and only 25 percent of CPGs sold that way, brands are missing an enormous business opportunity to meet demand.

Read the full article here.