Today’s customers appreciate a quality product, but 86% of consumers look for authenticity in the brands they choose to support. They won’t tolerate mere lip service to sustainability or “greenwashing.”A data-driven approach can provide a way to demonstrate sustainable business practices to customers, which supports growth.Partners and regulators also are looking for proof of sustainability. Moreover, sharing data such as water use, carbon emissions estimates, and labor information with partners, regulators, and suppliers can promote collaboration and drive sustainability throughout an industry.