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
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."