# Financial Times Features NYU Stern CSB's Sustainable Market Share Index™

Center for Sustainable Business

November 27, 2020 ![Financial Times Article Image](/sites/default/files/styles/246w/public/assets/images/fintimespic.png?itok=XmgZZla9) 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 products and consumer trends have been featured in the *Financial Times* [article](https://www.ft.com/content/ce523ca1-c8c2-43e7-86ad-ffa5d6605d2c), "Green Gold: How Sustainability Became Big Business for Consumer Brands."

The article highlights the study's results to support that sustainability-marketed products are increasingly prevalent and important, accounting for more than half of the consumer goods sector growth.

Sustainability-labeled goods typically feature a price premium due to inherent higher costs of production, raising the question of whether this will affect consumer choices due to the pandemic-induced economic downturn.

CSB Senior Scholar, [Randi Kronthal-Sacco](https://www.stern.nyu.edu/experience-stern/about/departments-centers-initiatives/centers-of-research/center-sustainable-business/about-csb/our-team/about-randi-kronthal-sacco), responds by confirming that sustainability-labeled goods have maintained their market share despite the pandemic.

Excerpt: "In a fiercely competitive industry, eco-friendly credentials have become key to attracting the attention of consumers worried about the future of the planet."

Read the full article [here](https://www.ft.com/content/ce523ca1-c8c2-43e7-86ad-ffa5d6605d2c).