1.) Redesigning the production process to reduce pollutants often cuts costs. For example, Monsanto made big changes in response to the Clean Water Act, and ended up with a lower cost structure than their competitors, and higher quality products.

2.) Sustainable products often command a premium price. Many consumers are willing to pay more to buy a product that is safe, from a company that cares. The challenge is knowing which of your customers are willing to pay more, and how much more they will pay.

3.) Sustainable products and practices can increase market share and customer loyalty, as Seventh Generation has found.

Sustainability pays. The key is to pick the right projects, and to communicate their promise to your customers. It takes excellent communication to benefit from stronger pricing, greater loyalty, or increased market share.

David Brodwin
http://www.brodwin.com