Sales data from more than 20,000 products on Amazon were examined over a period of ten months. The result: Products with the “Climate Pledge Friendly” label saw an average increase in sales of 13 to 14 percent in the eight weeks following the label.

This effect occurs regardless of price campaigns or advertising measures. Products in less competitive categories or with lower visibility benefit in particular. Here, the label acts as a decisive anchor of trust. It is not the complexity behind the label that is decisive, but the clearly communicated sustainable properties such as CO₂ neutrality, the absence of harmful ingredients or organic production.

The study also shows that most consumers are not actively looking for sustainable products. However, they deliberately opt for certified options when they are directly visible in the comparison. This underlines the importance of transparent and credible sustainability communication.

Meaning for Cradle to Cradle Certified® products

A particularly strong example of a trustworthy sustainability label is Cradle to Cradle Certified®. Amazon has included the program as one of the leading certificates in its “Climate Pledge Friendly” label. This shows a holistic approach that not only takes environmental aspects into account, but also promotes social fairness and recyclability.

Cradle to Cradle Certified® is one of the few multi-attribute certificates in Amazon's program. It is based on a scientifically based and independent evaluation process and provides manufacturers with a clear framework for developing safe and healthy products for the circular economy. The certification promotes the use of renewable energy and the responsible use of water and helps companies assume social responsibility along the entire supply chain.

For manufacturers and brands that rely on Cradle to Cradle Certified®, this means that sustainability is not only a value, but also a clear competitive advantage. Visible identification and understandable communication of certification can increase demand and at the same time contribute to the transformation towards a true circular economy.