"Companies that make too-abstract claims about sustainability in their marketing and advertising might be better off opting for a more personal approach. And messages about improving health or saving money tend to be effective.

 

Those are some of the lessons revealed by recent research into consumer responses to sustainability claims made by nine major global brands in everything from apparel to technology, conducted by the NYU Stern Center for Sustainable Business (CSB) and Edelman—what works and doesn’t work. “There’s a dearth of data about how to communicate sustainability in a way that will drive purchasing,” says Randi Kronthal-Sacco, senior scholar at CSB."

Read the full piece at Forbes.com.