Why do sustainable products flood the market yet struggle to sell? This course gives you the answer — and the solution — straight from Harvard Business Review research.
Executive-Level Strategy, Now Accessible to You
This course is built entirely on “How to Market Sustainable Products,” a landmark Harvard Business Review article based on three years of research with over 500 executives across B2B and B2C sectors worldwide. You’re getting the same strategic frameworks taught in executive education programs — distilled into practical, actionable lessons you can apply immediately.
Here’s the uncomfortable truth: 48% of new consumer products now feature environmental messaging, yet sustainable products capture only 17% of the market. The gap isn’t about consumer apathy — it’s about how we market these products. This masterclass shows you exactly how to close that gap.
Learn by Doing — With AI-Powered Tools
This isn’t just theory. You’ll work through a realistic business challenge using AI to test your strategic thinking and receive instant feedback. Then, using an exclusive tool I’ve designed specifically for this masterclass, you’ll analyze your own products and build a complete communication strategy tailored to your market.
Through case studies from brands like Toyota, Oatly, GEA, and Finish, you’ll see these strategies succeed across industries — and learn how to adapt them to your context. across industries — and learn how to adapt them to your context. Whether you’re launching a new eco-friendly line or repositioning an existing product, this course gives you Harvard-caliber strategy with hands-on tools to execute it.
