As the green consumption trend becomes more evident and international policies tighten on emissions, the competitive advantages of businesses are shifting faster than ever. For a long time, a company’s competitiveness was often tied to factors such as cost, product quality, or brand image. Some businesses competed on price, lowering production costs and profit margins to achieve economies of scale. Others relied on differentiated positioning—Apple, for example, with its iPhones always in demand despite premium pricing. However, it is now time to add new “sources” of competitive advantage, including sustainability. For many business owners, competing on sustainability still feels distant—mostly a matter of communications or theory. In reality, however, there are already many examples proving that sustainability can go hand in hand with business growth, helping companies differentiate and unlock new opportunities. The question is: is this merely a handful of isolated cases, or will it soon become a broader trend? Sustainability as a means of advantage In practice, businesses are often encouraged to establish a Sustainability/ESG department within their organizational structure, as a sign of “institutionalization” and genuine transformation. Yet sustainability should not be seen merely as a standalone function. Instead, it should be recognized as a strategic orientation […]