How to Turn Sustainability Into a Brand and Business Strength

• Taking a stance can help widen the addressable market. Socially-aware consumers don't just buy products, they buy the social, emotional, and functional stories behind products.

• Long-term thinking is a competitive advantage in itself and it is often cost-effective due to the reduction of a brand's carbon footprint eventually reducing energy consumption.

• Sustainability can help de-risk the business by leveraging social listening.

• Brands that proactively focus on sustainability initiatives are capable of generating the greatest social and environmental impacts and long-term business growth.

Brand value is the aggregate result of perceptions and mindsets. It typically translates into quantifiable metrics such as sales volume, equity, audience size, and market potential. 

All of the elements stated above allude to consumption, and therefore to a brand's sustainability performance. How a customer sees the brand is the main coating of brand vcalue and this can effectively affect the company's revenue and the overall market.