Unilever, Ikea, Schneider Electric and Tesla, for example, are growing faster than others. They are riding the wave of changing consumer behaviors and perceptions toward sustainability. Unilever's Sustainable Living brands—including Dove, Knorr, Omo/Persil, Rexona/Sure, Lipton, Hellmann's and Wall's ice cream—are growing 69% faster than the rest of the business and delivering 75% of the company's growth. Customer success: Taking a leadership role in sustainability also means educating, guiding and co-developing with customers. A CSO has to sit with customers to improve their customers' success in sustainability areas and to demonstrate how their company can help. It is all about becoming a trusted advisor. Then, the next step is to quantify the realized value this brings to the customer by formally measuring the delivered impact through certifications, labels, new products, services, etc. Sustainability must be focused not only on measuring internal benefits to the firm but also concrete impact to customers.