What impact does sustainability have on the performance and positioning of brands in different asset classes?
On a superficial level, this is not a particularly difficult question to answer. After all, every brand already knows what the market expects: an enthusiastic and positive response. Otherwise, a brand runs the risk of damaging its credibility, perhaps irreparably. Sustainability strengthens a brand’s reputation and image. As a result, it also boosts growth and earnings. Overall, sustainability certainly has a positive impact. In fact, we could probably stop there, because this is the short version of why sustainability is fundamentally a good thing and “ultimately pays off”. But at this point it also becomes clear that there can be no easy answer, because easy answers are far too simplistic to be of much value.