Which of the following is NOT a direct benefit of sustainability practices?

Sustainability practices are designed to promote responsible management of resources and reduce negative environmental impacts. The option that notes "increased waste production" stands out as distinctly opposite to the principles of sustainability. Instead of enhancing operational effectiveness or environmental health, sustainability aims to minimize waste through better resource usage, recycling, and innovative processes.

Therefore, recognizing that increased waste production does not align with sustainability goals clarifies why it's not considered a direct benefit. The other options reflect positive outcomes of sustainability initiatives: improved brand reputation can enhance customer loyalty, lower operational costs can arise from efficient practices, and contributing to long-term operational health ensures a sustainable business model. Each of these reinforces the value of sustainability, while increased waste production undermines it.