Greenwashing and greenhushing and green marketing, oh my! If, when, and how to communicate sustainability in marketing claims continues to be loudly debated, while new buzzwords are coined to describe suspected trends. Quantitative research from NYU Stern Center for Sustainable Business demonstrates the actual purchasing of sustainable products is consistently growing in share over time. In this session, Randi Kronthal-Sacco, Senior Scholar at NYU Stern CSB, will review the latest findings from the 2023 Sustainable Market Share Index, which analyzes transaction data of consumer packaged goods (CPG) that make sustainability claims on their package. She will also share findings on which environmental sustainability claims are most compelling to consumers in driving their purchasing decisions, and how these claims amplify brand reach when paired with core category claims.