# Harvard Business Review: Research: How to Effectively Market Green Products

Center for Sustainable Business

July 20, 2023Tensie Whelan; Randi Kronthal-Sacco

![HBR](/sites/default/files/styles/246w/public/2023-01/HBR%20website.png?itok=XAeLg-d6)Tensie Whelan and Randi Kronthal-Sacco discuss insights from research on the most effective sustainability marketing claims.

*"In these polarized times, corporate leaders are growing skittish about promoting sustainability in their products. Yet [our research](https://www.stern.nyu.edu/experience-stern/about/departments-centers-initiatives/centers-of-research/center-sustainable-business/research/csb-sustainable-market-share-index) on actual consumer purchases demonstrates that sustainable products are growing two times faster than conventional, at a 28% premium in average, across most demographics.*

*To help brand managers and marketing leads capitalize on this growing market, we partnered with Edelman and nine leading brands across different industries (tech, apparel, beverage, food) [to research which sustainability messages work best with consumers.](https://www.stern.nyu.edu/experience-stern/about/departments-centers-initiatives/centers-of-research/center-sustainable-business/research/research-initiatives/effective-sustainability-communications-best-practice-guide-brands-marketers) In contrast to current hyperbole about polarized consumers, we found that the most resonant sustainability claims are highly compelling for all demographics — old/young, blue state/ red state, high income/low income, men/women, etc.*

*We conducted a custom online study of a sample of the U.S. general population in end 2022/early 2023 for the nine iconic brands."*

Read the full piece in [Harvard Business Review](https://hbr.org/2023/07/research-how-to-effectively-market-green-products).