Looking at two groups of U.S. firms who were almost identical they discovered that the “high sustainability” group significantly outperformed the “low sustainability group: 1. On the stock market and exhibited lower volatility. 2.In terms of Return on Equity by 6% in a value-weighted portfolio. The board in a high performing sustainable company answers to the organisation itself not only shareholders. They innovatively solve the underlying trade-offs across its multiple stakeholders to maximise value.