Sustainability is More Than a Buzzword — It's a Dealbreaker

The word “sustainability” gets thrown around a lot these days, to the point that it can feel little more than a marketing badge. Eco-friendly. Green product. Sustainably sourced. But sustainability is more than a buzzword; it’s a commitment that a business conducts itself in a way that will sustain not only itself but also the world it draws from. Unsustainability feeds and grows exponentially, drawing from a well faster than it can be replenished. When set against the poster children of unsustainability — the ‘08 recession, Ponzi schemes, Bernie Madoff — sustainability differentiates itself through transparency, long-term viability, and integrity. 

Around the world, B2B buyers and governments are ramping up the demands on sustainability and transparency in the supply chain. This is not just a checklist item that earns you a marketing badge, but an element of compliance that carries the force of law. Global businesses need to heed changing buyer expectations and new regulations to make a commitment to sustainable practices. 

B2B Buyers Do Their Research 

Our latest B2B Buyer Report shows that the majority (92 percent) of buyers do sustainability research before completing a purchase. If sustainability information is not present, 46 percent of buyers will call a sales representative, while 27 percent will move on to another vendor.

That last stat is critical: these are buyers who are leaving simply because the sustainability information isn’t available.

Your product might be completely sustainable, but if your buyers can’t find that information, you’re losing customers to competitors. Can you afford to lose 27 percent of your customers?  

Sustainability is a Legal Requirement

Buyers in the United States often think of sustainability as a personal and ethical choice. However, around the world, there are sustainability requirements and regulations that companies must heed. 

The EU, for example, has developed the Corporate Sustainability Reporting Directive (CSRD), which requires companies to report on their operations, but also their upstream and downstream supply chains. These reports will cover how businesses impact the environment and society, and how climate and sustainability risks can affect company performance. 

That makes sustainability essential. 

In B2B, buyers are often sellers themselves; they buy products that will be used in the creation of their future goods. A flooring company buys hardwood to then sell as flooring panels. 

These buyers have a business interest in making sure the upstream materials they purchase are sustainable, as they ultimately need to report on them. Providing this supply chain transparency gives them the information they need to conduct their business sustainably.

Getting Rid of Greenwashing 

The EU has cottoned on to the overuse of “eco” terminology. In 2024, it adopted a framework that will ban generic marketing phrasing like “eco-friendly” or “green.” The only exceptions are for labels received that are based on established third-party certifications or governments. 

These legal measures protect both buyers and the overall environment. Buyers who want to make a difference will now be able to easily discern which products are in compliance. Companies that wish to win their business will have to do better than some clever marketing. 

Sustainability is Essential

From a business perspective, sustainability is a requirement. Countries are demanding it, buyers’ ethics have raised expectations, and regulations are reducing avenues for greenwashing to cover nasty business practices. 

The alignment of buyer ethics and government regulations benefit not just society but businesses specifically. Companies are rewarded by meeting sustainability requirements, which will set them up for long-term success.

Electrofishing a river? Not sustainable. Using wind to power cargo ships? Now that’s steering toward a cleaner future.

Arno Ham is chief product officer at Sana Commerce, a commerce platform that's engineered for B2B.