Investing in sustainability can have effective results for a brand, as demonstrated by the Nielsen "Global Corporate Sustainability Report" study carried out in 2015. During the period, the sales results of brands that demonstrated a commitment to sustainability grew by more than 4% globally, compared to a growth of less than 1% for organizations that did not include this aspect in their operations.

In order to gain a deeper insight into the factors that influence consumer sentiment and consumption habits, the Nielsen surveyed more than 30,000 consumers in 60 countries. Consumers were asked about the influence of factors such as environmental concerns, the packagingIn the end, it was the cost, marketing or possible health and wellness benefits that had a bearing on their purchasing decisions.

Sustainability has become a global concern that continues to gain relevance, especially in countries with growing populations that are putting additional stress on the environment. A growing number of consumers in developing regions, along with the public in more developed markets who are already aware of these issues, consider actions aimed at sustainability to be more of an imperative than an added value in a brand's activity.

At the top of the list of sustainability factors that influence the moment of purchase for almost two thirds (62%) of consumers globally is brand trust. This provides an opportunity for brands that have already developed a high level of trust with their audience to assess where best to introduce sustainability-related elements into their products, services and methodologies in order to ensure widespread growth and recognition.

In a context where the public's relationship with brands and organizations has these kinds of concerns, brands that ignore sustainability issues and their disclosure risk additional reputational and business risks. This can give competitors the opportunity to build trust with a predominantly young, socially conscious audience looking for an offer in line with their values.