Sustainability delivers commercial gains despite public ESG fatigue

Leaders act despite reduced visibility

Although many executives speak less openly about sustainability today, their organisations continue to prioritise it. Frontline sales teams, exposed daily to customer feedback and product performance, maintain a strong focus on sustainability. Growth leaders, defined as companies with higher year-over-year revenue than peers, demonstrate the clearest commitment. For 90% of these firms, sustainability is expected to positively influence revenue over the next three years, compared with 60% of laggards.

Customer demand accelerates adoption

B2B customers increasingly reward suppliers offering sustainable products. Half of surveyed buyers already allocate more business to sustainable suppliers, and two-thirds expect to do so within three years. Buyers also anticipate that by 2028, sustainability will become the second-most important purchasing criterion after quality. Their attention is shifting to the sustainability of the products and services they buy rather than the internal operations of a supplier. This change is driving a broader commercial transition toward more sustainable offerings.

Sustainable products strengthen revenue growth

The research shows that companies embracing sustainable products outperform those that treat sustainability primarily as a compliance issue. High-growth organisations are more likely to leverage sustainability to differentiate offerings, future-proof operations, and access new revenue streams. More than 80% of buyers report paying a price premium for sustainable products, with one in three already paying more than 5% extra. Over 60% expect to pay above this threshold within three years, further reinforcing the commercial value of sustainable innovation.

Sales teams face capability gaps

Despite this rising demand, many suppliers are still unprepared to sell sustainable products effectively. Only 34% of sales teams believe they fully understand their customers’ sustainability needs. Many sellers also misjudge priorities, overestimating buyers’ focus on safety while underestimating the importance of reducing Scope 3 emissions embedded within purchased products. More than half of suppliers say their salesforce lacks a clear understanding of the sustainability advantages of their own offerings.

High performers invest in skills and tools

Leading companies address this gap by equipping their commercial teams with targeted tools, data, and incentives. They integrate sustainability into customer segmentation, build AI-supported customer profiles, and apply rigorous analysis to quantify the sustainability impact of their products. These organisations prioritise training that enables consultative, sustainability-focused discussions and create structured sales plays designed for customers with advanced sustainability goals.

Building a future-ready commercial model

Bain’s findings suggest clear best practices for companies seeking to move from compliance to commercial value. Executives are advised to fully embed sustainability into customer segmentation, quantify the business case for sustainable offerings, and strengthen commercial readiness across sales teams. Companies that capture value from improved customer retention, price premiums, and market share gains are best positioned to benefit from rapidly evolving buying criteria.

Preparing for a market shaped by sustainability

As sustainability becomes integrated into procurement decisions worldwide, commercial models will need to adapt. Leading firms already treat sustainability not as a reputational exercise but as a strategic lever with tangible revenue impact. By investing in data, digital tools, and skilled sales talent, they position themselves to compete effectively in a market where sustainable offerings increasingly define customer choice.