# Fortune: Some politicians are waging a war on sustainability. New research shows U.S. consumers of all persuasions, from Gen Zers to boomers, are going in the opposite direction

Center for Sustainable Business

October 23, 2023 ![Fortune](/sites/default/files/styles/246w/public/2023-10/News%20image%20website%20%284%29.png?itok=6f_uwwuS)CSB's Tensie Whelan and Randi Kronthal-Sacco published insights from new marketing research that finds sustainability is not the political divider some may expect. In fact, it can be a universal brand amplifier.

*"At a time when political factions are decrying corporate efforts to operate more sustainably by protecting the environment, it may come as a surprise to learn that most Americans, regardless of party, income level, geographic location, age, or gender, want to purchase sustainable products.*

*Our research at NYU Stern Center for Sustainable Business (CSB) has found that not only are sustainability-marketed products growing twice as fast as conventionally marketed products, but they are also selling at a premium of 28%, on average. We also found that certain sustainability messages will drive significant increases in purchase intent, across political parties, age, income level, and location."*

[Read more in Fortune](https://fortune.com/2023/10/17/politicians-war-sustainability-new-research-us-consumers-gen-z-boomers-opposite-directions-retail-whelan-kronthal-sacco/).