3 Studies Show What Sustainability Really Does to Your Bottom LineDon't just ride the wave of business trends. Dig into the data.

Sustainability initiatives are good practice and something we urgently need to save our planet. But are they also goodmarketing? Yes.

I write a newsletter called Ariyh, short for Academic Research In Your Hands (find it atariyh.com), where I summarize the latest scientific research in marketing and sales. And I see a consistent theme: When brands have well-executed sustainability initiatives, they increase nearly every metric a business needs to succeed. It's even true with little-known startups and small-to-medium businesses.