In Chapter 10 (Houston, 2019, Section 10-9) ties this article into the material in this section. For a CFO to accept a sustainability project the return will need to exceed the cost of capital for this project. In Section 10-9 it mentions the term "hurdle rate", where the cost of capital is the hurdle rate and for a project to be accepted it must jump the hurdle rate.

As more companies begin to recognize the importance of incorporating ESG into their strategic initiatives, and question to think about is do all ESG projects need to jump the hurdle rate? Or are there some ESG initiatives that may not jump the cost of capital hurdle rate, but are just the right thing to do as a socially responsible company?