Top 10 Sustainability Research Findings

Top 10 Sustainability Research Findings

Want to start 2014 with a win? Make better business decisions immediately with our list of the 10 most popular research findings of the past year.
Tara Hadler January 3, 2014

Highlights of 2013

Want to start 2014 with a win? Make better business decisions immediately with our list of the 10 most popular research findings of the past year.

1. Sustainable Marketing vs. Hard-Wired Human Behaviour

With just a few tweaks to a message, marketers can outwit irresponsible tendencies ingrained in us for millennia.

2. Three Reasons Job Seekers Prefer Sustainable Companies

Want the best? Be the best. Researchers show why sustainable companies attract top performers.

3. CSR Pays When You Bake it In or Ignore It Completely

Go all in. Dabbling in sustainability will only cost you. Ignoring it may save you some cash upfront, but for the long-term it’s most effective to commit to sustainability.

4. How to Design Sustainable Products

Stumped on product strategy? Here are eight ways to get you started sustainably.

5. How Eco-Consumers Undermine Green Products

Consumers assume green products are less effective. Credible endorsements can ensure your best brands don’t get lost in the hype.

6. Successful Markets Make Buyers Feel Good, Not Guilty

People are twice as likely to buy a responsible product when marketing makes them feel good. Shelve the guilt and focus on the warm (and green) fuzzies instead.

7. Satisfied Employees Boost Your Stock Price

Job satisfaction and company performance go hand in hand. Create a work environment that retains your brightest assets and boosts their performance—and the markets will take notice.

8. CSR Provide "Reputation Insurance" When Products Fail

Sustainability investments serve as risk and reputation management activities — particularly in consumer-focused industries. Protect your best assets through smart sustainability programs.

9. Reward Supplier Honesty, Not Performance

Tying financial incentives to environmental performance motivates suppliers to cheat. Incentivize disclosure. Nike and Levi’s show you how.

10. Why Spending CSR Budget to Target Customers Is a Mistake

When spending your CSR budget, target employees and citizens. This will strengthen your reputation more than product promotion aimed at consumers.  

Related Resources

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Researchers believe ecologically harmful human tendencies may be hard-wired, but strategic marketing can mitigate our bad behaviour.

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Discover how good corporate citizenship and sustainable business practices attract and help retain top-notch talent for your firm.

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Dabbling in CSR is the path to mediocre performance, according to new research. So go all in. 

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Use the following eight strategies to design products and services that are more environmentally and socially responsible.

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Consumer perceptions of the effectiveness of environmentally-friendly products affect how much they use.

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Studies show being a good employer fosters productivity in your workforce – and drives performance.

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Your company’s environmental track record will strongly influence whether or not people blame you when things go wrong. 

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Incentivizing your suppliers to share information – not conceal it – forms the basis of a sustainable and profitable global supply chain.

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Boost your corporate social responsibility reputation by promoting your company’s safety record and job creation, rather than your green products.

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