Sustainability is increasingly important to customers – so why are some companies still not shouting about it?

This article was originally created for a partner content campaign with the Commercial Department of the Financial Times.

Sustainability matters. Consumers are, more and more, looking at brands’ social and environmental credentials before heading to checkout: a company’s perceived sustainability now drives a modest yet expanding three per cent of brand equity, according to analysis in the latest Kantar BrandZ global report. But though companies may be scrambling to clean up their operations, often putting pressure on suppliers and prioritising environmentally responsible companies across their supply chains, surprisingly few are being recognised by consumers for their efforts.