SUSTAINABILITY CERTIFICATION > COMPETITIVE DIFFERENTIATION > FASTER GROWTH/PROFIT
Early in 2020, a Stern/NYU study showed certified sustainable brands growing 5.6x faster than their non-certified competitive peers.
That was pre-virus.
Later in 2020, Stern/NYU updated the study to account for the virus.
Certified sustainable brands have widened the gap. They are now growing 7.1x faster than their non-certified sustainable peers.
Per Forbes, 88% of consumers want you, the companies that supply their products/services, to help them make a difference by being sustainable, but only 28% of them believe you are doing so.
For the companies that have responded to this consumer request, and become certified sustainable, the market has obviously responded (7.1x faster growth).