Sustainability: the future of the market is green

In a scenario of growing environmental and social challenges, sustainability has shifted from a peripheral concern to the core of corporate strategy, redefining organisational resilience and competitiveness.

Firstly, there is a noticeable increase in brand value in a market of increasingly conscious consumers and investors. An environmentally responsible approach strengthens reputation, enhances customer loyalty, and ensures crucial differentiation. At the same time, resource optimisation leads to operational efficiency gains, reflected in reduced costs associated with water and energy consumption, waste management, and general consumables. Lastly, organisations that demonstrate strong environmental, social, and governance (ESG) metrics gain privileged access to markets and capital that value and prioritise such practices, directly influencing business opportunities.

Alongside these benefits, sustainability plays a significant role in talent retention. A 2023 survey by Indeed of more than 23,000 young workers revealed that most investigate a company’s environmental and social stance before accepting a job offer, and an overwhelming majority (96%) express a desire to contribute to increased sustainability in their workplace. These figures highlight not just a generational preference, but a growing demand from talent seeking to align their personal values with those of their employers.

In Portugal, the numbers confirm this reality: according to the 2023 Annual Report by the Observatory of the SDGs in Portuguese Companies, 97% of Large Enterprises (LEs) and 87% of Small and Medium Enterprises (SMEs) consider that sustainability “substantially contributes to their company’s competitiveness.” These unequivocal numbers underline the increasing importance of adopting sustainability policies and the positioning of organisations on environmental and social responsibility, highlighting a clear strategic direction. On the consumer side, the trend is equally evident. A 2024 study by Escolha do Consumidor shows that 92% of respondents are willing to switch to another brand if it is more sustainable. These concrete figures demonstrate the growing relevance of the ESG agenda in the Portuguese business landscape, influencing not only internal corporate strategies but also consumer purchasing decisions.

Sustainability is no longer an option; it has become a strategic imperative in the Portuguese business landscape. Its integration is not merely a matter of social or environmental responsibility, but a smart business decision that drives competitiveness, attracts and retains talent, and captures and secures customer loyalty. Organisations that recognise and act on this reality will be better positioned to thrive in the economy of the future.