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For many investors, sustainable business practices still mean a pure cost and a “grey” area where they don’t see clear mathematics for the return.
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Sustainability is becoming a market requirement and a factor of competitive advantage. More companies have no choice but must invest in sustainable practices. For many investors, sustainable business practices still mean a pure cost and a “grey” area where they don’t see clear mathematics for the return, which makes them reluctant to make decisions on funds. Once the relationship between the sustainability level of a business and its profitability is scientifically proven and described by a comprehensive theory, stakeholders will invest and help businesses to accelerate sustainability to gain more profit. In addition, recent studies conclude that sustainable businesses outperform others during economic crises (Gaio C., Henriques R. 2020, May).