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 ariyh.com), 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.