Sustainability has become a top priority for B2B buyers, ranking just behind price and quality, and customers are increasingly willing to switch suppliers if their expectations are not met. Many buyers are prepared to pay a premium for sustainable offerings, yet suppliers often misunderstand what matters most, focusing on safety rather than reducing carbon emissions. While most suppliers claim to embed sustainability into their products and services, only a small share of customers feel these efforts fully meet their needs. Sales teams are often unprepared to clearly explain the value of sustainability, widening the gap between supplier actions and buyer expectations.

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