# 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

1 Faculty News May 12, 2020 ![marketing dive logo 192 x 144](/sites/default/files/styles/246w/public/assets/images/marketingdive192x144.jpg?itok=ZpTcS9gu)>

Excerpt from [Marketing Dive](https://www.marketingdive.com/news/why-sustainability-could-be-more-crucial-and-difficult-for-brands-in-th/577503/) -- "'We've seen that you can stop pollution on a dime, you can clear up the skies overnight,' [Tensie Whelan](https://www.stern.nyu.edu/faculty/bio/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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