From the interviews, we concluded that the companies that have understood that sustainability and economic profit are compatible have a great head start in the competitive market of tomorrow.  Evidently, this transition is not easy. Strong leadership and patience on long term profitability are required. As a few forward-looking CEOs have anticipated, this sustainability-focused strategy enables to deliver better bottom-line results in the long term. Today, the business case for this assumption is not as obvious and positive as we would like it to be for all the companies that have engaged in a sustainability transformation. But research is advancing on this topic and some encouraging conclusions have already been published.

             A perfect example of a company that has already done this and who has proven to the world that this strategy delivers profit is Patagonia. This company has built an environmentally-conscious empire. To do so, the founder has revolutionised the motto of his brand putting sustainability at its heart.