Ann Arbor-based NSF is a 501(c)(3) nonprofit that develops public health standards and provides auditing, certification, and training across industries ranging from food and water to consumer products and manufacturing. Its work often intersects with sustainability, helping businesses measure environmental performance and verify progress toward their goals.

SBN Detroit interviewed Justin Brown, senior manager of sustainability & product verification at NSF, about the challenges companies face in advancing sustainability, the opportunities emerging in Southeast Michigan, and the role of credible verification in driving meaningful progress.

Q: NSF is well known for setting public health standards globally. How do you translate that expertise into helping businesses meet sustainability and environmental goals?

A: NSF has applied independent, science-based rigor for decades — starting in water and food safety more than 80 years ago — and we’re bringing that same approach to sustainability. Over the past year, we’ve renewed and expanded our standards, developing lifecycle-based sustainability criteria across water, textiles, and building materials. Beyond standards, we provide auditing, certification, and training to help organizations measure ESG performance and translate sustainability goals into credible, verifiable outcomes.

Q: From your perspective, what are the biggest sustainability challenges companies in Southeast Michigan are facing today?

A: It comes down to businesses balancing the competitive landscape with rising expectations from regulators, investors, and consumers. In this region, with its deep roots in mobility and manufacturing, the challenges include managing environmental impacts across complex supply chains, ensuring accurate reporting, and adapting to shifting regulatory requirements.

Companies also face pressure around chemical safety, waste reduction, and responsible sourcing. At the same time, Southeast Michigan’s legacy in manufacturing creates opportunities to innovate and lead in sustainable practices. NSF helps organizations address these challenges with tools like ESG verification services and product transparency standards that provide measurable criteria to help them progress forward.

Q: Many businesses struggle to balance cost and sustainability. What approaches or frameworks do you advise that help companies align financial performance with environmental responsibility?

A: Sustainability and affordability can work hand in hand. The more resources a company saves through efficiency measures, the more profitable it can become. Recycling, composting, and other circular practices can create new revenue streams, while energy-efficiency certifications and improvements reduce both environmental impact and cost.

These steps don’t just save money — they differentiate companies in competitive markets. Increasingly, investors also reward businesses that integrate sustainability into their core operations, because it signals long-term resilience and accountability. When sustainability is embedded across daily decisions, it strengthens financial performance, builds trust, and reinforces that environmental impact is a true priority.

Q: NSF works across industries — food, water, consumer products, and beyond. Where do you see the greatest opportunities right now for businesses to make measurable sustainability gains?

A: The strongest opportunities are where transparency and accountability meet. Consumers are demanding to know more about what they’re buying, and companies that can demonstrate credibility through certifications or reporting stand out. In food and retail, certifications like organic or EPA Safer Choice are increasingly important. In manufacturing, standards such as NSF 375 for water-contact products help demonstrate leadership to both regulators and customers.

We’re also seeing momentum in chemical safety, carbon accounting, and lifecycle reporting. In Michigan specifically, water stewardship and manufacturing innovation represent major opportunities for businesses to lead.

Across industries, credible reporting and product declarations allow companies to show stakeholders that their commitments are real and measurable.

Q: How do you see the conversation around sustainability shifting from “compliance” to “innovation”?

A: Compliance is no longer the end goal — it’s the baseline. Businesses are increasingly using sustainability as a launchpad for innovation, whether that’s redesigning products to minimize environmental impact, reducing hazardous materials, or creating circular pathways that keep materials out of landfills.

A good example is our collaboration with the Global Electronics Council to launch a sustainable electronics standard. Standards like this don’t just respond to regulation — they actively drive innovation and competitiveness. For companies, this shift means sustainability isn’t just about avoiding risk; it’s about uncovering entirely new opportunities.

Q: Can you share examples of how businesses are leveraging sustainability as a driver of new opportunities?

A: Sustainability is a market differentiator, particularly in industries like automotive. Globally, consumers are paying closer attention to the environmental impact of the products they purchase. Verification and reporting give companies a way to validate their performance, communicate their values, and build loyalty. When businesses can prove their claims with credible third-party data, consumers reward them with trust, and that drives growth.

Q: In your work with companies of all sizes, what distinguishes those that succeed in embedding sustainability deeply into their operations from those that struggle?

A: It starts with leadership buy-in. When sustainability is treated as a real priority from the top down, it creates employee engagement and accountability throughout the organization. Successful companies also consistently measure performance and use credible tools like ESG reporting, lifecycle assessments, and social audits. Those that struggle often lack reliable data or the ability to collect it, which makes progress difficult. Embedding sustainability into daily decisions, backed by accountability, is what creates lasting impact.

Q: What advice would you give to Southeast Michigan companies that want to prepare for future sustainability expectations from regulators, customers, and investors?

A: Start by developing a deep understanding of your current practices, products, and services, and identify where the gaps are relative to both current regulations and emerging expectations. Then, build in measurable tools to track and verify progress.

Regulators, customers, and investors are all looking for credible third-party validation, and leveraging auditing, reporting, and certification can help companies build resilience and strengthen their position in Michigan’s evolving sustainable economy. Companies that take these steps today will be better prepared to compete — and thrive — tomorrow.