Firm A: wildly profitable, stock price through the roof, dumping waste at zero cost Firm B: profitable, blue chip, 100% green, files (e.g. GRI) Corporate Sust

Firm A: wildly profitable, stock price through the roof, dumping waste at zero cost Firm B: profitable, blue chip, 100% green, files (e.g. GRI) Corporate Sustainability Reports Which investors are factoring in the most important long-term factors in portfolio development? Markets are not optimizing for sustainability: policy is necessary to counterbalance profit motive. Are we just using markets wrong? Nobody likes penalties more than incentives.