Sustainability is the buzzword of the decade. Companies feel scrutinised for 'ethical behaviour' and feel compelled to act. General topics like sustainability are issues to address for every marketing plan, thus the research is designed as a multi-client study which allows a most cost effective way of elaboration a specific topic of general interest. All participants can share general parts of the study and discuss them at a round table. Product and brand specific parts which they like to get exclusively are presented only the specific company. This paper illustrates how the sustainability trend marks a revival of virtues in research and results.