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To earn CFO or C-Suite approval and support, sustainability champions need to show how their proposed project, initiative, program or strategy will benefit the environment and/or society AS WELL AS the company. They need to engage management with a business case that shows how the proposal in question activates the company’s purpose and quantifies how it will help grow revenue, save on operational and/or human resources expenses, enhance assets’ values, improve market value, and/or mitigate risks. On the heels of the earlier research-centric session on the same topic, this panel will engage senior sustainability executives in their experiences of how this tends to play out in practice, and what lessons they have learned about connecting sustainability and regeneration credentials to sales.