Sustainability is brand value, not just moral value

We hear all the time that sustainability matters. But what few companies realize is that it is also strategic — and it already directly affects brand value in the market.

According to Kantar, up to 10% of a global brand's value can come from how it is perceived on sustainability. And we're not just talking about reputation: we're talking about competitive advantage, consumer preference and consistent growth.

The equation is changing

The brands that grow are no longer just the ones that communicate well. They are the ones that deliver real value to the world — and can show it with clarity, consistency and courage.

And here is a key point: sustainability doesn't work as an accessory. It can't just be a seal in the footer or a post on Earth Day. To create value, it needs to be connected to the essence of the brand and to the social and environmental challenges of our times, and to be part of the offering, the culture and the strategy.

Doing isn't enough. You have to communicate — and lead.

The same research shows that half of people have already seen misleading sustainability information from companies. In other words: poor communication is costly. Relevant brands are those that know how to tell their stories with creativity, sensitivity and, above all, truth.

At UP Lab, we have seen how well-crafted impact communication transforms perceptions, mobilizes audiences and opens doors. I share a lesson I learned on our journey as a certified B Corp: there's no point being the best company in the world if we are not the best for the world.

Brands that lead, grow

Another powerful figure: brands perceived as sustainable grew 20% more over four years than those with little focus on sustainability. In this scenario, sustainability is not a cost — it is an investment in reputation, resilience and relevance.

But this requires choices. It requires focus. It requires abandoning greenwashing and taking on a leadership role. It means acting responsibly across the entire value chain and inspiring transformation in your sector.

Sustainability is more than a positioning – it is the direction

Companies that want to be part of the future need to stop treating sustainability as a side agenda. It is — or should be — part of their core business, their identity and their relationship with the world.

And more than that: the urgency of our time calls for more than sustainability — it calls for regeneration. It is not just about mitigating impacts, but about generating positive impact, creating value by restoring, caring for and repairing what has been degraded. It is a new way of thinking about products, services and doing business: more ambitious, more courageous and more connected with life in all its forms.

Sustainability (and regeneration) is a story your brand is telling right now — and one that will be remembered down the road.

Does your company have a positive impact on people's lives and on the planet?

How does your brand help (re)build a better world?

If your company had to choose what legacy to leave, what would it be?

The answer to these questions is the start of a necessary conversation — with the market, with people and with the planet.  

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