Sustainability has evolved from being merely a business differentiator to an indispensable requirement for operations. Today, it serves as a license to operate rather than just a selling point. Environmental, social, and governance (ESG) criteria have become pivotal benchmarks for socially conscious investors when considering potential investments. I think where significant investments flow, others will inevitably follow suit. For small and medium enterprises (SMEs) in the consumer sector, prioritising sustainability isn't just ethical; it's increasingly strategic. Aligning with ESG principles can significantly enhance the chances of a successful sale and improve valuation, given the growing importance placed on sustainability by investors.