The Business Case for Sustainability

What is the sustainability premium ? Research shows that even in an era of scepticism, there is a strong consumer interest in sustainability. A PwC survey found that around 80% of consumers are willing to pay more for sustainably produced goods . This is supported by our 2025 UK consumer study, conducted in collaboration with the University of Exeter, which found 83% of respondents agreed.

But How Much more?

"If you believe in sustainability, you’ve got to build it into enough of your product portfolio that it shows up and resonates with consumers."

Steve Noble, McKinsey & Co

The sustainability premium reflects how sustainabilty perceptions drive brand consideration and value. When real effort is not clearly shared, brands may miss opportunities (sometimes by up to 20%, depending on the products and how the information is presented). The qZERO score was created to address this problem.

Learn about the qZERO score

Why qZERO Sustainability Score?

Global. Scalable. Flexible. Affordable. Easy-to-use. Made by experts.

Uniquely positioned between finance and e-commerce, questionZERO combines trusted data from leading financial data partners such as S&P Global and academic support from the University of Exeter Business School , ranked number one in the UK for sustainability, with many years of real-world online retail experience, operating voucher code websites and through partnerships with leading affiliate marketing networks like AWIN.

We can present clear, evidence-based sustainability information at the point of sale, because we know how to do it best. The qZERO score is based on verifiable data and algorithms, traceable to their source, and is not an AI "black box". questionZERO is ISO 9001 and ISO 14001 certified, and is an active participant of the United Nations Global Compact Network.

Find out how your customers value sustainability

Turn Sustainability into Performance

Choose the solution that best fits you. FREE to try. No upfront commitment required.

Sustainable
Business

Conscious
E-commerce

Sustainability- focused
Loyalty Program

Sustainable
Lifestyle Influencer

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For Your Sustainable Business

For brand owners, brand representatives, marketing teams, and affiliate programme managers:

Clear reassurance for shoppers. A simple, visible score helps shoppers quickly understand your brand's sustainability position when people are comparing options.
Confidence to promote without risk. An independent score, based on recognised data and transparent methods, gives you confidence to communicate responsibly and comply with EU and UK rules on green claims.
Better conversion, not just better values. Easy to understand sustainability information supports real buying decisions and improves click-through and conversion by gently "nudging" without extra pressure or confusion.
Comprehensive reporting. Your marketing team and the affiliate program managers can measure, track, and make decisions based on tangible data rather than assumptions.

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For Conscious E-commerce

For multi-brand retailers, affiliate marketing professionals, publishers, and e-commerce platforms that promote multiple brands to shoppers.

Quick sustainability comparison. A consistent sustainability score helps shoppers compare brands at a glance, reducing effort and speeding up decisions.
Trust through clarity. An independent score shows that sustainability information is based on data, not brand messaging, helping your platform stay credible and neutral.
Meaningful deals, not just discounts. Sustainability scores add context to offers, helping shoppers understand which brands perform better, even when browsing vouchers or promotions.
Easy to install. Designed to drive results. qZERO scores are simple to plug in at key points — from product pages to checkout — helping reduce hesitation, support higher basket value, and measure buying behaviour.

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For Sustainability-focused Loyalty Programmes

For loyalty card programmes that reward shoppers with points and incentives for better shopping choices:

Shaping how people shop. Embedding sustainability into loyalty programmes helps guide everyday decisions and encourages more responsible shopping.
Adding meaning to rewards and offers. SKU-linked qZERO Sustainability Scores bring clear, trusted information into points, rewards, and offers, helping customers understand the impact of their choices.
Strengthening long-term customer relationships. Rewarding better choices supports repeat engagement and builds stronger, longer-lasting customer relationships.
Verified data, compliant, and built to scale. qZERO score API is data-led, designed to support compliance, and easy to integrate across products, markets, and loyalty programmes, with a free trial available.

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For Content Creators and Lifestyle Influencers

For creators, educators, community organisers, and sustainable lifestyle advocates:

Amplify your voice with trusted data. Use clear, independent sustainability scores to support your content, without relying on brand claims.
Stay focused on storytelling. Save time on research by linking qZERO scores directly in your content, so you can create excitement without explaining complex data.
Build trust with your audience. Transparent, data-led information helps your followers feel confident in the brands you recommend.
No complex setup.There’s no technical work or learning curve. qZERO Score is easy to use, so you can get started quickly and focus on what you do best. And it's FREE to use for content creators, influencers, registered charities and community organisations.

Pricing built for growth, clarity, and confidence

Choose the plan that fits your business today, with the flexibility to scale as your needs grow:

Included across all plans

Try before you buy: FREE trial with A/B testing and reporting
Independent, data-led sustainability scores
Designed to support conversion and basket value
Built to support transparency and regulatory expectations
Easy to integrate and scale
CPA and affiliate collaborations available

FREE for content creators and influencers

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Be Part of the Solution.

The questionZERO team, with over 20 years of experience in finance, business, affiliate marketing, and technology, is driven by a passion for sustainability and understand the economicc challenges businesses face.

By joining questionZERO, you can proudly showcase your business' sustainability efforts, help consumers make better shopping choices, and contribute to a better planet as well as to your balance sheet. Together, we can turn sustainability into profitability - one purchase at a time.

Join our mission to create a sustainable future. Let's make the world a better place with sustainable shopping.

Book a demo with our team to get stated

Partnerships and Recognition

Showcase Your Business with People, Planet & Profit in Mind

"If you believe in sustainability, you’ve got to build it into enough of your product portfolio that it shows up and resonates with consumers." Steve Noble, McKinsey & Co

Why questionZERO is good for your business

questionZERO is a sustainability benchmarking platform that focuses on consumer engagement. We are a proud participant of the United Nations Global Compact Network and support The Ten Principles of the UN Global Compact.

questionZERO is more than just inspiration - it's about taking decisive action. At the heart of our system is our verifiable, unique, data-driven business Sustainability Score for brands. Consumers are 'nudged' by this score and play a leading role in facilitating action. Sustainable businesses benefit from an elevated market position, while retailers gain from our advanced tools that encourage shoppers to choose more sustainable products, and increasing the value of their shopping baskets.

Promote Sustainability Score

How to leverage your ESG reporting with qZERO Score

So how does it work? Imagine a TrustPilot-style rating that every consumer is now accustomed to. We offer a sustainability rating in the same 5-star format. The difference is that ours is driven by hard environmental, social, and governance data, not personal preferences. Our qZERO Sustainability Score is fact-based, data-driven and is free from commercial bias, ensuring its reliability and integrity. When customers click on the qZERO rating, they can view extended reports and also see the brand's industry positioning. No greenwashing here.

The global market trend is clear: products with sustainability claims not only perform better but are also increasingly preferred by consumers. Join us in turning sustainability into profitability - one purchase at a time. Together, we can shape a sustainable future.

We have already done all the hard work for you, and you are very welcome to benefit from it. Instead of asking 'what is in it for me?', know that you will certainly receive obvious benefits. Ask us what's in it 'for us - for all of us. You can proudly showcase your business's sustainability for everyone to see, and help make better shopping choices for a better planet's future. Join us in turning sustainability into profitability - one purchase at a time.

Showcase your Sustainability

Balancing Profit, People and Planet.

People, Planet, Profit At questionZERO, we know that focusing on sustainability while making a profit can be tough but also rewarding. Our extensive expertise in the financial and sustainability sectors equips us uniquely to navigate these complexities effectively. We recognize that while sustainable practices — such as using high-quality materials and ensuring fair wages — might elevate costs and affect short-term gains, they are essential for sustainable long-term growth. We also believe that keeping your customers' needs at the heart of your business and enabling them to vote for your business sustainability with their valets, not only helps balance your books but also promotes sustainability as a core part of our lives.

Sustainability is Becoming Mainstream - with a Premium!

27% Sustainability Premium The recent trends underline the growing mainstream appeal of sustainable products. Deloitte’s Global State of the Consumer Tracker reveals that despite a temporary decline from 61% in 2021 to 46% in 2023 in global sustainable product purchases due to inflation, the demand across varied consumer demographics remains strong. This demonstrates that the demand for green products remains robust across diverse consumer groups, not just among young, affluent climate activists. As the market evolves, an increasing number of consumers are prepared to invest a 27% premium on brands that deliver on their sustainability promises.

Building Consumer's Loyalty and Trust Through Sustainable Practices.

Revenue boost Sustainability is more than a trend; it is increasingly linked to consumer trust and corporate profitability. Evidence shows that brands embracing sustainable practices see a positive impact on their bottom line, with products making ESG-related claims experiencing an average of 28% growth over the past five years - outperforming others by 8%. Despite ongoing barriers like high costs and limited sustainability information, consumers are more attracted to brands with sustainable practices and products – and those businesses turn a profit. Products labeled as sustainable grew about twice as fast as those not labeled as sustainable. Over the last five years, sustainable products saw an average growth rate of 9.43% per year, compared to 4.98% for their non-sustainable counterparts, with a significant portion of consumers expressing greater trust in brands that are recognised as ethical/sustainable by third parties, and favouring brands with transparent, accountable, and environmentally friendly supply chains. The growing influence of sustainability on the global consumer market has led to a shift in behaviour and consumers around the world expect sustainability. Surely you like the numbers, but are you ready to rise to the challenge?

Boost your revenue with qZERO Sustainability Score tools

questionZERO supports partnerships for the goals The questionZERO team is driven by passion and has a wide range of expertise in finance, business, affiliate marketing, and technology platforms. Our team has over 20 years of experience in running successful digital business ventures. We have also experienced all the ups and downs, taken risks, and gained rewards along the way. This combination helps us understand the unique challenges that businesses like yours often face.