# Trellis: Demystifying the ‘say-do’ gap in sustainable product purchases

0 May 8, 2026Companies 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](https://trellis.net/article/demystifying-the-say-do-gap-in-sustainable-product-purchases/?utm_medium=social-organic&utm_source=linkedin&utm_campaign=articles&utm_content=).

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