Sustainability has regained its prominence on the agendas of corporate leaders, according to a new survey by global management consultancy Bain & Company. The report indicates that while CEOs may speak less frequently about sustainability, they increasingly integrate it with business value, driven by consumer and B2B buyer preferences for sustainable products and services.
A significant trend highlighted is the emphasis B2B buyers place on sustainability. Half of those surveyed currently spend more with sustainable suppliers, and an equal proportion plan to cease dealings with those not meeting sustainability criteria within three years.
Last year, CEOs appeared to deprioritise sustainability as companies moved from setting goals to implementing them. However, the latest findings suggest a resurgence in its importance, marking the first increase in three years. This shift occurs despite headlines about ESG backlash, with executives now viewing sustainability through a business value lens. Bain’s analysis of over 35,000 CEO statements reveals a transition from seeing sustainability as a compliance issue to aligning it with core business risks and operations. By 2025, 54% of CEOs are expected to link sustainability to business value, up from 34% in 2018.
Despite reduced discourse, companies are intensifying sustainability efforts. For instance, 10% have increased their Science-Based Targets initiative (SBTi) ambitions, compared to only 4% who scaled back, with two-thirds on track to meet Scope 1 and Scope 2 emissions targets.
Among the 750 B2B companies surveyed, a large majority anticipate sustainability positively impacting their business within three years. This belief is notably strong among companies with higher year-over-year revenue growth, with 90% agreeing, compared to 60% of others.
The survey shows B2B companies increasingly value sustainable practices, with 49% purchasing more from sustainable suppliers, a rise from 39% last year, and 68% planning to do so in the next three years. Furthermore, 26% of respondents are leaving suppliers that fail to meet sustainability standards, though this figure has decreased from last year; 49% expect to do so by 2028. Over 80% of B2B buyers paid a premium for their latest sustainable purchase, and a third are willing to pay over 5% extra, with 60% expecting to do so in three years.
The focus for B2B buyers is shifting from the sustainability of suppliers’ operations to their product offerings. “Sustainability of offers” is predicted to rise to the second top purchasing criterion, behind “quality,” in three years, while “sustainability of suppliers’ operations” remains fifth.
The report also includes a survey of over 14,000 consumers across eight countries, revealing 79% are concerned about environmental sustainability, a slight dip from last year. Despite this, consumers are adopting sustainable practices, such as reducing energy use (49%), recycling (46%), using reusable products (41%), and buying fewer disposable items (38%). Overall, 32% report engaging in six or more sustainable habits daily, with 70% aspiring to adopt more.
Cost remains the main barrier to adopting sustainable practices. In the U.S., although consumers are willing to pay up to a 13% premium for sustainable products, New York University data cited by Bain shows a 28% average premium.
Jean-Charles van den Branden, Leader of Bain’s Global Sustainability practice, and François Faelli, Global Head of Capabilities at Bain, stated: “For sustainability, 2025 is the year CEOs turned down the volume—and accelerated action. Sustainability remains a priority. Customers and consumers demand it. Risk and disruption make it essential.”
[Access the full report here](https://www.bain.com/insights/topics/ceo-sustainability-guide/).
