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What if there isn’t a business case for sustainability?

Sustainability is good business, advocates like to say. But the real test comes when sustainable measures don’t produce a return on investment. Some brands are proving progress is possible anyway.
business case sustainability
Photo: Ganni

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Brands are often searching for the business case for sustainability. But the reality is that policies or practices necessary for the planet, and the people living on it, are not always good for the bottom line — yet to achieve their goals, companies must find a way to make them work.