{"id":118956,"date":"2025-05-21T05:19:07","date_gmt":"2025-05-21T05:19:07","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/118956\/"},"modified":"2025-05-21T05:19:07","modified_gmt":"2025-05-21T05:19:07","slug":"a-better-way-to-market-sustainable-products-copy","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/118956\/","title":{"rendered":"A better way to market sustainable products Copy"},"content":{"rendered":"<p>\nPlenty<br \/>\nof<br \/>\nshoppers<br \/>\nsay<br \/>\nthey<br \/>\nprefer<br \/>\nsustainable<br \/>\nproducts<br \/>\nover<br \/>\nordinary<br \/>\nones.<br \/>\nYet<br \/>\nfor<br \/>\nconsumer<br \/>\nproduct<br \/>\ncompanies,<br \/>\ntapping<br \/>\ninto<br \/>\nthis<br \/>\ngreen<br \/>\ndemand<br \/>\ncan<br \/>\nprove<br \/>\ntricky.<br \/>\nOne<br \/>\nchallenge:<br \/>\nestablishing<br \/>\nthat<br \/>\nsustainable<br \/>\nproducts<br \/>\ndo<br \/>\noffer<br \/>\nthe<br \/>\ngrowth<br \/>\npotential<br \/>\nand<br \/>\nprice<br \/>\npremiums<br \/>\nthat<br \/>\njustify<br \/>\ninvesting<br \/>\nin<br \/>\ntheir<br \/>\ndevelopment.<br \/>\nDifficulty<br \/>\ncan<br \/>\nalso<br \/>\narise<br \/>\nwhen<br \/>\nit<br \/>\ncomes<br \/>\nto<br \/>\nbalancing<br \/>\na<br \/>\nproduct\u2019s<br \/>\nsustainability<br \/>\nattributes<br \/>\nagainst<br \/>\nother<br \/>\nfeatures<br \/>\nthat<br \/>\ncustomers<br \/>\nseek.<br \/>\nThen<br \/>\nthere\u2019s<br \/>\nthe<br \/>\nmatter<br \/>\nof<br \/>\nputting<br \/>\nforward<br \/>\nmessages<br \/>\nthat<br \/>\ncustomers<br \/>\nwill<br \/>\ntrust<br \/>\namid<br \/>\na<br \/>\nbewildering<br \/>\nassortment<br \/>\nof<br \/>\ncompeting<br \/>\nclaims,<br \/>\nlabels,<br \/>\nand<br \/>\ncertification<br \/>\nseals.<\/p>\n<p>\nRelated<br \/>\ninsights<\/p>\n<p>\nThe<br \/>\ngood<br \/>\nnews<br \/>\nfor<br \/>\nbusiness<br \/>\nleaders<br \/>\nis<br \/>\nthat<br \/>\nresearch<br \/>\nand<br \/>\nexperience<br \/>\npoint<br \/>\ntoward<br \/>\nsound<br \/>\napproaches<br \/>\nto<br \/>\nthe<br \/>\ndelivery<br \/>\nand<br \/>\npositioning<br \/>\nof<br \/>\nsustainable<br \/>\nproducts.<br \/>\nWorking<br \/>\nin<br \/>\ntandem,<br \/>\nPwC<br \/>\nand<br \/>\nthe<br \/>\nCenter<br \/>\nfor<br \/>\nSustainable<br \/>\nBusiness<br \/>\n(CSB)<br \/>\nat<br \/>\nNYU\u2019s<br \/>\nStern<br \/>\nSchool<br \/>\nhave<br \/>\nbrought<br \/>\ntogether<br \/>\npractical<br \/>\ninsights<br \/>\nto<br \/>\nhelp<br \/>\nmarketing<br \/>\nleaders<br \/>\nrealize<br \/>\nthe<br \/>\nfull<br \/>\nvalue<br \/>\nof<br \/>\nproduct<br \/>\nsustainability:<br \/>\nby<br \/>\nclarifying<br \/>\nthe<br \/>\nbusiness<br \/>\ncase,<br \/>\namplifying<br \/>\nthe<br \/>\nappeal<br \/>\nof<br \/>\nsustainable<br \/>\nproducts,<br \/>\nand<br \/>\nelevating<br \/>\nsustainability<br \/>\nclaims<br \/>\nthat<br \/>\ncustomers<br \/>\nfind<br \/>\ncredible.<\/p>\n<p>\n<strong><br \/>\nMaking<br \/>\nthe<br \/>\ncase<br \/>\nfor<br \/>\nproduct<br \/>\nsustainability.<\/strong><br \/>\nThe<br \/>\ntrend<br \/>\nis<br \/>\nclear:<br \/>\nconsumer<br \/>\nproducts<br \/>\nmarketed<br \/>\non<br \/>\ntheir<br \/>\nsustainability<br \/>\nfeatures<br \/>\nhave<br \/>\nregistered<br \/>\nhealthy<br \/>\nsales<br \/>\nincreases<br \/>\nfor<br \/>\nseveral<br \/>\nyears<br \/>\nrunning.<br \/>\nBased<br \/>\non<br \/>\nUS<br \/>\npoint-of-sale<br \/>\ndata<br \/>\nprovided<br \/>\nby<br \/>\nCircana,<br \/>\na<br \/>\nmarket<br \/>\nresearch<br \/>\ncompany,<br \/>\nNYU<br \/>\nStern<br \/>\nCSB<br \/>\nresearchers<br \/>\n<a href=\"https:\/\/www.stern.nyu.edu\/experience-stern\/about\/departments-centers-initiatives\/centers-of-research\/center-sustainable-business\/research\/csb-sustainable-market-share-index\" target=\"_blank\" rel=\"noopener\"><br \/>\nanalyzed<br \/>\nten<br \/>\nyears<br \/>\nof<br \/>\npurchases<\/a><br \/>\nin<br \/>\n36<br \/>\ncategories<br \/>\nof<br \/>\nconsumer<br \/>\ngoods<br \/>\nthat<br \/>\ncover<br \/>\nabout<br \/>\n40%<br \/>\nof<br \/>\nthe<br \/>\nconsumer<br \/>\npackaged<br \/>\ngoods<br \/>\n(CPG)<br \/>\nmarket<br \/>\n(excluding<br \/>\nalcohol<br \/>\nand<br \/>\ntobacco).<br \/>\nThey<br \/>\nfound<br \/>\nthat<br \/>\nsales<br \/>\nof<br \/>\nsustainability-marketed<br \/>\nitems<br \/>\ngrew<br \/>\nnearly<br \/>\n12.3%<br \/>\nper<br \/>\nyear<br \/>\nfrom<br \/>\n2019<br \/>\nto<br \/>\n2024\u20142.3<br \/>\ntimes<br \/>\nas<br \/>\nfast<br \/>\nas<br \/>\nconventional<br \/>\nitems.<br \/>\nThat<br \/>\ngrowth<br \/>\nrate<br \/>\npushed<br \/>\nsustainability-marketed<br \/>\nitems<br \/>\nto<br \/>\na<br \/>\n23.8%<br \/>\nshare<br \/>\nof<br \/>\noverall<br \/>\nsales<br \/>\nin<br \/>\n2024.<br \/>\n(Note:<br \/>\nAll<br \/>\nestimates<br \/>\nand<br \/>\nanalysis<br \/>\nin<br \/>\nthis<br \/>\npaper<br \/>\nbased<br \/>\non<br \/>\nCircana<br \/>\ndata<br \/>\nare<br \/>\nby<br \/>\nCSB<br \/>\nand<br \/>\nnot<br \/>\nby<br \/>\nCircana<br \/>\n[formerly<br \/>\nInformation<br \/>\nResources<br \/>\nInc.].)<\/p>\n<p>\nWhat\u2019s<br \/>\nmore,<br \/>\nvarious<br \/>\nstudies<br \/>\npoint<br \/>\nto<br \/>\na<br \/>\nmeaningful<br \/>\nprice<br \/>\npremium<br \/>\nfor<br \/>\nsustainable<br \/>\ngoods.<br \/>\nIn<br \/>\na<br \/>\n<a href=\"https:\/\/www.pwc.com\/gx\/en\/issues\/c-suite-insights\/voice-of-the-consumer-survey.html\" target=\"_blank\" rel=\"noopener\"><br \/>\nsurvey<br \/>\nof<br \/>\nsome<br \/>\n20,000<br \/>\nconsumers<\/a><br \/>\nby<br \/>\nPwC<br \/>\nin<br \/>\n2024,<br \/>\nrespondents<br \/>\nsaid<br \/>\nthey\u2019re<br \/>\nwilling<br \/>\nto<br \/>\npay<br \/>\n9.7%<br \/>\nabove<br \/>\naverage<br \/>\nprice<br \/>\nfor<br \/>\nsustainably<br \/>\nproduced<br \/>\nor<br \/>\nsourced<br \/>\ngoods.<br \/>\nCSB<br \/>\nresearch<br \/>\nindicates<br \/>\nthat<br \/>\nthis<br \/>\nwillingness<br \/>\nis<br \/>\nreal:<br \/>\na<br \/>\n2024<br \/>\nstudy<br \/>\nfound<br \/>\nthat<br \/>\nsustainability-marketed<br \/>\nproducts<br \/>\ncommanded<br \/>\nan<br \/>\naverage<br \/>\nprice<br \/>\npremium<br \/>\nof<br \/>\n26.6%<br \/>\nover<br \/>\nconventionally<br \/>\nmarketed<br \/>\nproducts.<br \/>\nThat<br \/>\npremium<br \/>\nexceeded<br \/>\n100%<br \/>\nfor<br \/>\nsome<br \/>\npaper<br \/>\nproducts<br \/>\nand<br \/>\nhovered<br \/>\naround<br \/>\n50%<br \/>\nfor<br \/>\ncategories<br \/>\nsuch<br \/>\nas<br \/>\ncoffee,<br \/>\ncereal,<br \/>\nand<br \/>\nchocolate.<\/p>\n<p>\nHow<br \/>\ncan<br \/>\nmarketing<br \/>\nleaders<br \/>\nrealize<br \/>\nthe<br \/>\nfull<br \/>\nvalue<br \/>\nof<br \/>\nproduct<br \/>\nsustainability?<br \/>\nBy<br \/>\nclarifying<br \/>\nthe<br \/>\nbusiness<br \/>\ncase,<br \/>\namplifying<br \/>\nthe<br \/>\nappeal<br \/>\nof<br \/>\nsustainable<br \/>\nproducts,<br \/>\nand<br \/>\nelevating<br \/>\ncredible<br \/>\nclaims.<\/p>\n<p>Take<br \/>\naction:<br \/>\nRecognize<br \/>\nthe<br \/>\nreach<br \/>\nof<br \/>\nproduct<br \/>\ncategories.<br \/>\nCertain<br \/>\ncustomer<br \/>\ngroups\u2014millennials,<br \/>\ncollege-educated<br \/>\nshoppers,<br \/>\ncity<br \/>\ndwellers,<br \/>\nand<br \/>\nhigh-income<br \/>\nearners\u2014tend<br \/>\nto<br \/>\npurchase<br \/>\nmore<br \/>\nsustainability-marketed<br \/>\nproducts<br \/>\noverall,<br \/>\naccording<br \/>\nto<br \/>\nCSB<br \/>\nresearch.<br \/>\nIt\u2019s<br \/>\nalso<br \/>\nworth<br \/>\nnoting<br \/>\nthat<br \/>\nsustainability-marketed<br \/>\nproducts<br \/>\naccount<br \/>\nfor<br \/>\nbig<br \/>\nshares<br \/>\nof<br \/>\nsales<br \/>\nin<br \/>\nsome<br \/>\nimportant<br \/>\ncategories,<br \/>\nsuch<br \/>\nas<br \/>\ndairy,<br \/>\nacross<br \/>\nall<br \/>\nage<br \/>\ngroups.<br \/>\nAnd<br \/>\nsustainability-marketed<br \/>\nproducts<br \/>\nin<br \/>\nmany<br \/>\nof<br \/>\nthose<br \/>\ncategories<br \/>\ntend<br \/>\nto<br \/>\nbe<br \/>\npriced<br \/>\nat<br \/>\nsizable<br \/>\npremiums,<br \/>\nas<br \/>\nnoted<br \/>\nabove.<br \/>\nKnowing<br \/>\nwhich<br \/>\ncustomer<br \/>\ngroups<br \/>\nare<br \/>\nmost<br \/>\napt<br \/>\nto<br \/>\npurchase<br \/>\nsustainable<br \/>\nproducts<br \/>\nin<br \/>\nyour<br \/>\ncompany\u2019s<br \/>\ncategories<br \/>\nis<br \/>\na<br \/>\ncrucial<br \/>\nstep.<\/p>\n<p>\n<strong><br \/>\nAmplifying<br \/>\nthe<br \/>\nappeal<br \/>\nof<br \/>\nsustainable<br \/>\nproducts.<\/strong><br \/>\nCrafting<br \/>\na<br \/>\nsuccessful<br \/>\nmarketing<br \/>\npitch<br \/>\nfor<br \/>\na<br \/>\nsustainable<br \/>\nproduct<br \/>\nhas<br \/>\nsomething<br \/>\nin<br \/>\ncommon<br \/>\nwith<br \/>\nproducing<br \/>\na<br \/>\nchart-topping<br \/>\nsong.<br \/>\nJust<br \/>\nas<br \/>\nmusic<br \/>\nproducers<br \/>\nrecord<br \/>\ntakes<br \/>\nand<br \/>\nblend<br \/>\ninstruments<br \/>\nuntil<br \/>\na<br \/>\ntune<br \/>\nsounds<br \/>\nright,<br \/>\nmarketers<br \/>\nmust<br \/>\nfind<br \/>\na<br \/>\nharmonious<br \/>\nmix<br \/>\nof<br \/>\nmessages<br \/>\nthat<br \/>\nshoppers<br \/>\nwill<br \/>\nfind<br \/>\npleasing.<br \/>\nResearch<br \/>\nby<br \/>\nCSB<br \/>\nand<br \/>\nEdelman,<br \/>\na<br \/>\ncommunications<br \/>\nfirm,<br \/>\nhighlights<br \/>\nhow<br \/>\nto<br \/>\nget<br \/>\nthe<br \/>\nmix<br \/>\nright.<br \/>\nEffective<br \/>\npitches<br \/>\nare<br \/>\ncentered<br \/>\non<br \/>\na<br \/>\ncore<br \/>\nattribute:<br \/>\nthe<br \/>\nchocolate<br \/>\nbar<br \/>\ntastes<br \/>\nrich<br \/>\nand<br \/>\ndelicious;<br \/>\nthe<br \/>\nsoap<br \/>\nleaves<br \/>\nyou<br \/>\nsmelling<br \/>\nclean.<br \/>\nLayering<br \/>\none<br \/>\nor<br \/>\n(even<br \/>\nbetter)<br \/>\ntwo<br \/>\nsustainability<br \/>\nmessages<br \/>\nonto<br \/>\nthe<br \/>\ncore<br \/>\nattribute<br \/>\nstrengthens<br \/>\nthe<br \/>\nbrand<br \/>\npositioning<br \/>\nand<br \/>\nperforms<br \/>\nbetter<br \/>\nthan<br \/>\ncommunicating<br \/>\ntwo<br \/>\ncore<br \/>\nclaims.<br \/>\nOn<br \/>\naverage,<br \/>\na<br \/>\ncore<br \/>\nattribute<br \/>\nclaim<br \/>\nwith<br \/>\ntwo<br \/>\neffective<br \/>\nsustainability<br \/>\nclaims<br \/>\ndrives<br \/>\nincreased<br \/>\nappeal<br \/>\nby<br \/>\n30<br \/>\npercentage<br \/>\npoints<br \/>\nand<br \/>\nelevates<br \/>\nthe<br \/>\noverall<br \/>\nappeal<br \/>\nof<br \/>\nthe<br \/>\nproduct.<br \/>\nIt\u2019s<br \/>\na<br \/>\ncombination<br \/>\nthat<br \/>\nworks<br \/>\nacross<br \/>\nall<br \/>\ncustomer<br \/>\ngroups.<\/p>\n<p>Take<br \/>\naction:<br \/>\nConnect<br \/>\nsustainability<br \/>\nwith<br \/>\na<br \/>\nproduct\u2019s<br \/>\ncore<br \/>\nqualities.<br \/>\nSince<br \/>\na<br \/>\ngood<br \/>\nsustainability<br \/>\npitch<br \/>\nhas<br \/>\nroom<br \/>\nfor<br \/>\na<br \/>\nfew<br \/>\nclaims<br \/>\nat<br \/>\nmost,<br \/>\nit\u2019s<br \/>\ncritical<br \/>\nto<br \/>\nselect<br \/>\nmessages<br \/>\nfor<br \/>\nmaximum<br \/>\nimpact.<br \/>\nThe<br \/>\nresearch<br \/>\nby<br \/>\nCSB<br \/>\nand<br \/>\nEdelman<br \/>\nshows<br \/>\nthat<br \/>\nsustainability<br \/>\nmessages<br \/>\noffer<br \/>\nthe<br \/>\nmost<br \/>\nappeal<br \/>\nwhen<br \/>\nthey<br \/>\nrelate<br \/>\nto<br \/>\nattributes<br \/>\nthat<br \/>\nmatter<br \/>\nfor<br \/>\nthe<br \/>\nproduct\u2019s<br \/>\ncategory.<br \/>\nIn<br \/>\nskincare,<br \/>\nfor<br \/>\nexample,<br \/>\nthe<br \/>\nillustrative<br \/>\nmessage<br \/>\n\u201cformulated<br \/>\nwith<br \/>\nsustainable<br \/>\ningredients<br \/>\nthat<br \/>\nare<br \/>\ngood<br \/>\nfor<br \/>\nyour<br \/>\nskin\u201d<br \/>\nties<br \/>\nthe<br \/>\nsustainability<br \/>\nattribute<br \/>\nto<br \/>\nthe<br \/>\nproduct<br \/>\nattribute<br \/>\nthat<br \/>\nis<br \/>\nforemost<br \/>\nin<br \/>\ncustomers\u2019<br \/>\nminds.<\/p>\n<p>\n<strong><br \/>\nAdvancing<br \/>\nclaims<br \/>\nthat<br \/>\nconsumers<br \/>\nvalue<br \/>\nand<br \/>\ntrust.<\/strong><br \/>\nCompanies<br \/>\nput<br \/>\nforward<br \/>\nmany<br \/>\nsustainability<br \/>\nmessages<br \/>\nabout<br \/>\ntheir<br \/>\nproducts.<br \/>\nOnly<br \/>\nsome<br \/>\nof<br \/>\nthose<br \/>\nmessages<br \/>\nappeal<br \/>\nstrongly<br \/>\nto<br \/>\nshoppers.<br \/>\nThose<br \/>\nsurveyed<br \/>\nby<br \/>\nCSB<br \/>\nand<br \/>\nEdelman<br \/>\nassigned<br \/>\nhigh<br \/>\nlevels<br \/>\nof<br \/>\nappeal<br \/>\nto<br \/>\nclaims<br \/>\nrelated<br \/>\nto<br \/>\nsix<br \/>\nproduct<br \/>\nqualities<br \/>\nthat<br \/>\nhighlight<br \/>\nbenefits<br \/>\nto<br \/>\nconsumers:<br \/>\nprotecting<br \/>\nhuman<br \/>\nhealth<br \/>\n(because<br \/>\nthe<br \/>\nproduct<br \/>\ncontains<br \/>\nno<br \/>\nharmful<br \/>\ningredients),<br \/>\nsaving<br \/>\nmoney,<br \/>\nbenefiting<br \/>\nlocal<br \/>\nfarms<br \/>\nand<br \/>\nfood<br \/>\nsystems,<br \/>\nsupporting<br \/>\nchildren<br \/>\nand<br \/>\n\u00a0future<br \/>\ngenerations,<br \/>\npreserving<br \/>\nthe<br \/>\nhealth<br \/>\nof<br \/>\nanimals,<br \/>\nand<br \/>\noriginating<br \/>\nfrom<br \/>\nlocal<br \/>\nor<br \/>\nsustainable<br \/>\nsources.<br \/>\nMuch<br \/>\nless<br \/>\neffective:<br \/>\nclaims<br \/>\nabout<br \/>\na<br \/>\nproduct\u2019s<br \/>\nscientific<br \/>\nproperties<br \/>\n(such<br \/>\nas<br \/>\nwhether<br \/>\nit\u2019s<br \/>\nbiodegradable<br \/>\nor<br \/>\nclimate-neutral),<br \/>\ntraceability,<br \/>\npackaging<br \/>\n(except<br \/>\nfor<br \/>\nclaims<br \/>\nabout<br \/>\nall-recycled<br \/>\ncontent),<br \/>\nand<br \/>\nsustainability<br \/>\ncertifications.<br \/>\n(Certification<br \/>\nseals<br \/>\ndo<br \/>\nhelp<br \/>\nvalidate<br \/>\nsustainability<br \/>\nclaims<br \/>\nfor<br \/>\nregulators<br \/>\nand<br \/>\nfor<br \/>\ncertain<br \/>\nconsumers,<br \/>\nthough<br \/>\nadditional<br \/>\nmessaging<br \/>\nis<br \/>\nstill<br \/>\nneeded<br \/>\nto<br \/>\nboost<br \/>\nproducts\u2019<br \/>\nappeal.)<\/p>\n<p>Take<br \/>\naction:<br \/>\nBe<br \/>\nprecise<br \/>\nand<br \/>\nbring<br \/>\nevidence.<br \/>\nPwC<br \/>\nhas<br \/>\nfound<br \/>\nthat<br \/>\nambiguous<br \/>\nor<br \/>\ngeneric<br \/>\nclaims,<br \/>\nsuch<br \/>\nas<\/p>\n<p>clean,<br \/>\nnatural,<br \/>\nor<\/p>\n<p>safe,<br \/>\nare<br \/>\nespecially<br \/>\nlikely<br \/>\nto<br \/>\nbe<br \/>\nchallenged<br \/>\nin<br \/>\ncourt.<br \/>\nLawsuits<br \/>\nhappen<br \/>\nmost<br \/>\nfrequently<br \/>\nover<br \/>\nproducts<br \/>\nthat<br \/>\nare<br \/>\nused<br \/>\nby<br \/>\nchildren,<br \/>\ningested,<br \/>\nor<br \/>\napplied<br \/>\nto<br \/>\nthe<br \/>\nskin,<br \/>\nfor<br \/>\nsuch<br \/>\nproducts<br \/>\ncan<br \/>\npose<br \/>\nhealth<br \/>\nrisks.<br \/>\nCompanies<br \/>\nshould<br \/>\nalso<br \/>\ntrack<br \/>\nevolving<br \/>\nregulations<br \/>\non<br \/>\nsustainability<br \/>\nclaims.<br \/>\nEuropean<br \/>\nauthorities<br \/>\nrequire<br \/>\nmonitoring<br \/>\nof<br \/>\nenvironmental<br \/>\nand<br \/>\nsocial<br \/>\nissues<br \/>\nin<br \/>\nvalue<br \/>\nchains<br \/>\nunder<br \/>\npolicies<br \/>\nlike<br \/>\nthe<br \/>\nCorporate<br \/>\nSustainability<br \/>\nReporting<br \/>\nDirective<br \/>\nand<br \/>\nthe<br \/>\nCorporate<br \/>\nSustainability<br \/>\nDue<br \/>\nDiligence<br \/>\nDirective<br \/>\n(though<br \/>\nthese<br \/>\npolicies<br \/>\nare<br \/>\nexpected<br \/>\nto<br \/>\nbe<br \/>\nmodified<br \/>\nunder<br \/>\nthe<br \/>\nEU<br \/>\nOmnibus<br \/>\nlegislation<br \/>\nthat<br \/>\nwas<br \/>\nintroduced<br \/>\nin<br \/>\nFebruary<br \/>\n2025).<br \/>\nAnd<br \/>\nthe<br \/>\nEU<br \/>\nGreen<br \/>\nClaims<br \/>\nDirective,<br \/>\nif<br \/>\nadopted,<br \/>\nwould<br \/>\noblige<br \/>\ncompanies<br \/>\nto<br \/>\nsubstantiate<br \/>\nany<br \/>\nexplicit<br \/>\nenvironmental<br \/>\nclaims<br \/>\nusing<br \/>\nscientific<br \/>\nevidence,<br \/>\nrelevant<br \/>\ninternational<br \/>\nstandards,<br \/>\nand<br \/>\nother<br \/>\nsupporting<br \/>\nmaterial.<br \/>\nAll<br \/>\nthese<br \/>\npressures<br \/>\nmean<br \/>\nthat<br \/>\ncompanies<br \/>\nmaking<br \/>\nsustainable<br \/>\nproduct<br \/>\nclaims<br \/>\nwill<br \/>\nbenefit<br \/>\nfrom<br \/>\nbuilding<br \/>\nstrong<br \/>\ncapabilities<br \/>\nfor<br \/>\nvalue<br \/>\nchain<br \/>\nanalysis<br \/>\nand<br \/>\ntraceability.<\/p>\n<p>Author<br \/>\nprofiles:<\/p>\n<ul>\n<li>\n<strong><br \/>\n<a href=\"http:\/\/www.strategy-business.com\/contact-form?recipient=HYFFdaUU39XktGDj3WaK7FWtJp%2FKU%2F1l%2BgGYUM2Kw5nol8ZjNw%3D%3D&amp;surl=https%3A%2F%2Fwww.strategy-business.com%2Farticle%2FA-better-way-to-market-sustainable-products_copy&amp;recipient_key=Fq3GCsCd6qTdyYNm.1747800519\" target=\"_blank\" rel=\"nofollow noopener\"><br \/>\nTensie<br \/>\nWhelan<\/a><\/strong><br \/>\nis<br \/>\nDistinguished<br \/>\nProfessor<br \/>\nof<br \/>\nPractice<br \/>\nat<br \/>\nNYU<br \/>\nStern<br \/>\nand<br \/>\nFounding<br \/>\nDirector<br \/>\nof<br \/>\nNYU<br \/>\nStern<br \/>\nCenter<br \/>\nfor<br \/>\nSustainable<br \/>\nBusiness.<\/li>\n<li>\n<strong><br \/>\n<a href=\"http:\/\/www.strategy-business.com\/contact-form?recipient=pApPPZu%2BQ3SK3pju9jfkM1AbBFPDakhoBZBQKNmfndnJMS1Y&amp;surl=https%3A%2F%2Fwww.strategy-business.com%2Farticle%2FA-better-way-to-market-sustainable-products_copy&amp;recipient_key=gXT89ZcxcgZF-k9u.1747800519\" target=\"_blank\" rel=\"nofollow noopener\"><br \/>\nDavid<br \/>\nLinich<\/a><\/strong><br \/>\nis<br \/>\na<br \/>\nleading<br \/>\npractitioner<br \/>\nin<br \/>\ndecarbonization<br \/>\nand<br \/>\nsustainable<br \/>\noperations.<br \/>\nHe<br \/>\nis<br \/>\na<br \/>\nprincipal<br \/>\nwith<br \/>\nPwC<br \/>\nUS.<\/li>\n<\/ul>\n<p> Share to:\u00a0&#13;<\/p>\n<p>Topics: <a href=\"https:\/\/www.strategy-business.com\/tag\/consumer+packaged+goods\" target=\"_blank\" rel=\"noopener\">consumer packaged goods<\/a>, <a href=\"https:\/\/www.strategy-business.com\/tag\/consumer+products\" target=\"_blank\" rel=\"noopener\">consumer products<\/a>, <a href=\"https:\/\/www.strategy-business.com\/tag\/marketing\" target=\"_blank\" rel=\"noopener\">marketing<\/a>, <a href=\"https:\/\/www.strategy-business.com\/tag\/marketing+strategies\" target=\"_blank\" rel=\"noopener\">marketing strategies<\/a>, <a href=\"https:\/\/www.strategy-business.com\/tag\/sustainability\" target=\"_blank\" rel=\"noopener\">sustainability<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Plenty of shoppers say they prefer sustainable products over ordinary ones. Yet for consumer product companies, tapping into&hellip;\n","protected":false},"author":2,"featured_media":118957,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3091],"tags":[51,53257,53258,3368,53259,2441,3695,16,15],"class_list":{"0":"post-118956","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-markets","8":"tag-business","9":"tag-consumer-packaged-goods","10":"tag-consumer-products","11":"tag-marketing","12":"tag-marketing-strategies","13":"tag-markets","14":"tag-sustainability","15":"tag-uk","16":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/114544139636261353","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/118956","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=118956"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/118956\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/118957"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=118956"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=118956"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=118956"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}