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In order to meet the challenges of the future, companies will inevitably have to consider sustainable development from a more strategic angle, and combine the reduction of environmental impacts with business opportunities. LCA paves the way for this, enabling organizations to:

• Achieve a higher (and real) level of stakeholder trust;
• Look for alternative markets;
• Redefine and increase the value of their brand;
• Overcoming consumer fatigue in the face of greenwashing.

Under this new paradigm, marketing has shifted its focus from sales to transforming companies into agents of change [...]. Organizations will enable their stakeholders to preserve and enhance the broader context in which they operate.

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