The Power of Sustainability in Brand Value: Why You Can’t Afford to Ignore It
Mateo Velasquez
1 min read
Still think sustainability is just a “trendy” topic?
If so, you’re making a strategic mistake that could slow down your brand’s growth.
Recent research shows that brands with a high reputation for sustainability are not only more valuable, but they also grow their brand value up to 10 times faster than those with a poor sustainability reputation.
The study: sustainability vs brand growth
According to the BrandZ™ Global Top 100 analysis, researchers compared two groups:
Brands with a low sustainability reputation (examples: fast fashion brands like Zara or Forever 21)
Brands with a high sustainability reputation (examples: Tesla and Apple, known for their clear sustainability initiatives)
The results?
Brands with higher sustainability reputations are, on average, 60% more valuable than those with lower reputations.
Their brand value growth is 10 times faster.
What does this mean for your business?
It means that making sustainability a core part of your brand strategy is no longer optional — it’s a driver of faster, stronger growth.
If your brand:
Implements real, impactful sustainability actions
Communicates those actions transparently
Embeds sustainability into its mission, not just marketing
It will gain more value, more customer loyalty, and a stronger long-term position.
Important: Sustainability is about more than just the environment
True sustainability also includes:
Equity and social inclusion
Diversity and representation
Positive community impact
Your brand must act consistently across all these dimensions.
And beware: greenwashing (pretending to be sustainable without real actions) will seriously damage your reputation.
Today’s consumers research, compare, and call out brands that aren’t authentic.
Final Thoughts
If you want your business to grow quickly and sustainably, stop thinking that sustainability is “someone else’s issue.”
Today, sustainability = brand value.
Invest in real impact.
Communicate with authenticity.
And watch your brand’s value grow exponentially.