This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

3 Studies Show What Sustainability Really Does to Your Bottom Line Don't just ride the wave of business trends. Dig into the data.

By Thomas McKinlay

This story appears in the July 2023 issue of Entrepreneur. Subscribe »

Sustainability initiatives are good practice and something we urgently need to save our planet. But are they also good marketing? Yes.

I write a newsletter called Ariyh, short for Academic Research In Your Hands (find it at, where I summarize the latest scientific research in marketing and sales. And I see a consistent theme: When brands have well-executed sustainability initiatives, they increase nearly every metric a business needs to succeed. It's even true with little-known startups and small-to-medium businesses.

Below, I've highlighted three of the many studies that confirm this — along with recommendations on what you can do as a result.

The rest of this article is locked.

Join Entrepreneur+ today for access.

Subscribe Now

Already have an account? Sign In