Research: Actually, Consumers Do Buy Sustainable Products

Read the full story in the Harvard Business Review.

For years, brand managers have groused that while consumers say they intend to buy sustainable products, in store they don’t actually purchase them. This conventional wisdom has been used by many brands as justification for not making their products more sustainable.

NYU Stern’s Center for Sustainable Business just completed extensive research into U.S. consumers’ actual purchasing of consumer packaged goods (CPG), using data contributed by IRI, and found that 50% of CPG growth from 2013 to 2018 came from sustainability-marketed products. IRI’s data comes from bar scan codes at retail checkout in food, drug, dollar, and mass merchandisers. We examined over 36 categories and more than 71,000 SKUs, which accounted for 40% of CPG dollar sales over the five-year period.

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