# CSB's Sustainable Market Share Index™ AdWeek Feature: CPG Companies Can't Afford to Harm the Planet

Center for Sustainable Business

February 10, 2021 ![CPG ](/sites/default/files/styles/246w/public/assets/images/CPG.png?itok=eQiIPetI) [NYU Stern CSB's Sustainable Market Share Index™](https://www.stern.nyu.edu/experience-stern/about/departments-centers-initiatives/centers-of-research/center-sustainable-business/research/research-initiatives/csb-sustainable-market-share-index) research findings on sustainability-marketed consumser packaged goods products have been featured in the AdWeek [article](https://www.adweek.com/commerce/why-cpg-companies-can-no-longer-afford-to-make-products-that-harm-the-planet/), "Why CPG Companies Can No Longer Afford to Make Products that Harm the Planet"

The article highlights the study's results that consumer goods marketed as sustainable generated nearly 55% of the industry's growth from 2015 through 2019, despite their higher dollar tag and accounting for only 16% of the market.

According to the article, advances in technology, coupled with consumers whom are increasingly knowledgable and concerned about sustainability may have helped shift consumer demand towards planet-friendly products. In response, CPG manufacturers are leveraging sustainability as a critical marketing strategy.

Excerpt: "... the situation has evolved from brands wanting to do less bad, in a defensive sense, to brands taking an offensive approach to win more market share."

Read the full article [here.](https://www.adweek.com/commerce/why-cpg-companies-can-no-longer-afford-to-make-products-that-harm-the-planet/)