Professor Tensie Whelan notes that brands have traditionally upcharged for sustainably labeled products, but the higher price tag is not necessarily reflective of actual production and supplier expenses

Excerpt from Marketing Dive -- "'We've seen that you can stop pollution on a dime, you can clear up the skies overnight,' Tensie Whelan, director of the NYU Stern Center for Sustainable Business, told Marketing Dive in a phone interview. 'You can actually pour an enormous amount of money at a problem in ways that everybody's told us we can't.'"

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