Sustainable companies perform better
The 2015 Nielsen Global Corporate Sustainability report shows that brands with a visible commitment to sustainability in 2014 grew 4% worldwide. Growth of less than 1% was observed among companies that did not do so.
The most important sustainability factor influencing buying behaviour is brand trust - the confidence consumers have in the brand. This creates great opportunities for companies that have already won consumer trust with their regular products. For them, introducing sustainable products is a good growth strategy. On the other hand, companies that ignore the sustainability issue risk reputation and business damage.
Of the global respondents, 66% said they want to pay more for sustainable products (in 2015), in 2013 this was still 50%. This sentiment was prevalent among all income groups.