# Research: How to Effectively Market Green Products.

1 Opinion July 19, 2023 Harvard Business Review ![Tensie Whelan](/sites/default/files/styles/246w/public/assets/images/Whelan%20Article.jpg?itok=XEKEqv-d)By Tensie Whelan and Randi Kronthal-Sacco

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Investors focused on societal impact are often concerned with corporate treatment of workers.

To assess job quality performance across a portfolio, they generally rely upon environmental, social, and governance (ESG) reporting metrics. Unfortunately, our research has found that current ESG reporting metrics do not capture indicators of whether a company is providing quality jobs. Critical job-related metrics such as the share of employees making a living wage, cost of turnover, or value of benefits are rarely tracked or reported.

Yet, investors, regulators, and the managers themselves rely on that incomplete data to make decisions that have a significant impact on employees, society, and the bottom line.

Read the full [*Harvard Business Review* article](https://hbr.org/2023/07/research-how-to-effectively-market-green-products).
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*Tensie Whelan is a Clinical Professor of Business and Society and Director of the Center for Sustainable Business.*

## More from Tensie Whelan

- [Demystifying the ‘Say-Do’ Gap in Sustainable Product Purchases.](https://www.stern.nyu.edu/experience-stern/faculty-research/opinion/demystifying-say-do-gap-sustainable-product-purchases)
- [How LPs Can Better Assess Sustainability-Linked Value Creation.](https://www.stern.nyu.edu/experience-stern/faculty-research/opinion/how-lps-can-better-assess-sustainability-linked-value-creation)
- [Lessons From a Decade of Teaching Sustainability at B-School.](https://www.stern.nyu.edu/experience-stern/faculty-research/lessons-decade-teaching-sustainability-b-school)
- [ESG Reporting Needs a Refresh. Here’s How to Fix It.](https://www.stern.nyu.edu/experience-stern/faculty-research/esg-reporting-needs-refresh-heres-how-fix-it)
- [The B2B Opportunity in Corporate Sustainability.](https://www.stern.nyu.edu/experience-stern/faculty-research/b2b-opportunity-corporate-sustainability)