To recognize what strengthens consumers’ view of value, the named no less than 30 basic Factors of Value, which can be classified into emotional, functional, global impact, and life-changing. In the global impact section, there were added three Factors of Value that were related to sustainability. These are ethical, caring for the earth, and fostering well-being.

Sustainability helps to augment the prevailing Factors of Value for any brand. More natural ingredients can reinforce the element of quality. Highly flourishing brands use sustainability and add extremely high-level factors like offering to overcome specific challenges or promote well-being.

The survey consisted of thousands of consumers covering 60 brands in several consumer goods items. Those brands with the highest scores on sustainability Factors of Value produced 5x income growth as compared to those that scored the lowest. Among present brands alone, those that included sustainability enjoyed a twofold growth.