How B2B Buyers Are Prioritizing Sustainability [Data Deep-Dive]

Sustainability used to be a nice-to-have. Today, it’s a must-have. For B2B buyers, it’s no longer just about price, delivery, and quality—it’s also about the impact a supplier has on the planet and people. In this deep dive, we’ll unpack 30 powerful statistics that show exactly how B2B purchasing behavior is shifting toward sustainability, and how your business can align with this change to win more deals.

1. 78% of B2B buyers say sustainability is a critical consideration in purchasing decisions

Sustainability has become a defining factor in decision-making. Nearly 8 out of 10 B2B buyers now rate sustainability as a core factor when choosing who to do business with. This isn’t about preference anymore—it’s about business continuity, compliance, and competitive advantage.

Why it matters

Buyers are being held accountable by their boards, shareholders, and customers. They’re under pressure to show that they’re working with suppliers who care about environmental and social impact.

It’s not enough to simply deliver a product; you have to prove that you’re part of a responsible value chain.

What you should do

Start by making sustainability a visible part of your brand story. This doesn’t mean greenwashing. It means showing tangible proof—like energy-efficient production, eco-friendly packaging, or carbon offsetting.

Update your website with a sustainability section, and make sure your sales teams are trained to speak confidently about your efforts.

Real talk with buyers

When you’re in a pitch or proposal, don’t wait for the buyer to bring it up. Lead with your sustainability story. Explain the efforts you’ve made and how those efforts reduce risk or improve outcomes for them.

Buyers remember stories that reduce their stress and make their job easier.

2. 70% of procurement professionals have corporate sustainability goals tied to vendor selection

The majority of procurement teams now have sustainability KPIs that directly influence which vendors they choose. If you don’t meet their sustainability criteria, you may not even make it onto the shortlist.

The new rules of vendor selection

Procurement is no longer about getting the lowest bid. It’s about aligning with broader ESG goals. These goals can range from reducing carbon emissions to improving supply chain transparency or ensuring ethical labor practices.

For B2B sellers, this means one thing—adapt or get left out.

How to respond

Make sure your sustainability initiatives align with typical procurement KPIs. This might include:

• Publishing an annual sustainability report
• Setting public goals for reducing energy usage or emissions
• Joining sustainability programs like Science Based Targets or UN Global Compact

If you’re a smaller vendor, you don’t need to do everything at once. Start small but be consistent. Even a single initiative—like using recycled packaging—can show buyers you’re serious.

Turning sustainability into a sales advantage

Train your account teams to ask procurement teams directly about their sustainability targets. This not only shows interest but helps you position your proposal in a way that hits their goals. It makes your pitch more strategic, not just transactional.

3. 66% of B2B companies are willing to pay a premium for sustainable products

Two-thirds of B2B companies are not just looking for sustainability—they’re willing to spend more for it. This is a huge opportunity if you’ve made genuine efforts to be environmentally or socially responsible.

Shifting the price conversation

Traditionally, B2B deals are all about cost-efficiency. But sustainability changes the rules. It becomes a value differentiator. If your offer helps buyers meet their own internal sustainability goals, you can justify a higher price—without it feeling like a premium.

How to build a value case

To earn that premium, you need to link your sustainability efforts to measurable value. For example:

• Show how your cleaner manufacturing reduces environmental compliance risks
• Highlight energy efficiency that lowers lifetime operating costs
• Explain how your ethical sourcing reduces reputation risk

Every one of these points connects your efforts to buyer outcomes.

Don’t hide your value

Too often, companies bury their sustainability story deep in slide decks or reports. Bring it forward. Put it in your proposals, pitch decks, and email outreach. Turn it into a reason to start a conversation.

When buyers see that you can help them hit their goals and reduce risk, they see the value. And value always beats price.

4. 52% of B2B buyers have dropped a supplier due to lack of sustainability practices

This isn’t a gentle nudge toward greener business. It’s a clear warning. Over half of B2B buyers have taken real action—cutting ties with suppliers who failed to meet sustainability expectations.

What this tells us

Buyers are no longer waiting for suppliers to improve. If you aren’t where they need you to be, they’ll find someone who is. This isn’t just about losing a deal. It’s about losing a customer—sometimes permanently.

How to protect your position

If you’re working with B2B clients today, reach out to them proactively. Ask how their sustainability requirements are evolving. This shows you’re thinking ahead and willing to adapt.

Run a sustainability audit on your own operations and share the findings. Even if the report shows areas for improvement, transparency goes a long way in building trust. Most buyers understand that no company is perfect. What they want is commitment and action.

Anticipate rather than react

Don’t wait for a client to threaten to leave. Build sustainability into your account management strategy. Send quarterly updates on your ESG initiatives. Invite buyers to visit your facility (virtual or in-person) to see the progress.

When clients see you improving, they feel more comfortable continuing the relationship—even if you’re not perfect yet.

5. 85% of enterprise-level B2B buyers require suppliers to disclose ESG metrics

Enterprise clients are leading the charge in making ESG reporting a requirement. If you want to win large accounts, you need to be ready to share your numbers.

ESG is now part of the playbook

Environmental, Social, and Governance (ESG) metrics are no longer optional. Enterprises are using them to assess risk, improve transparency, and satisfy investor demands.

Buyers want to know things like:

• What’s your carbon footprint?
• How diverse is your leadership team?
• Are your suppliers meeting ethical standards?

This data helps them build a more responsible supply chain—and protect their brand from backlash.

How to prepare your ESG data

Start by identifying what data you can already collect. This could include:

• Energy usage
• Waste production
• Water consumption
• Employee diversity
• Code of conduct compliance from suppliers

If you don’t have this data yet, set up a simple tracking system. Even basic data shows that you’re making the effort.

Then, organize your ESG information into a clear, visual format. Use dashboards, infographics, or simple tables. Buyers don’t want to sift through dense documents—they want clarity.

Use ESG data to your advantage

Don’t just hand over the numbers. Tell a story. Explain what the data means, why it matters, and how it’s guiding your decisions. This helps buyers connect your efforts to real impact—and builds trust in your brand.

6. 63% of RFPs now include sustainability criteria as a key evaluation metric

Request for Proposals (RFPs) have changed. Nearly two-thirds of them now include sustainability as a scored section. This means if you’re not addressing sustainability directly, you’re losing points—literally.

What this means for your proposals

Buyers are no longer treating sustainability as a checkbox. It’s part of the formal evaluation process, and it can make the difference between winning and losing a contract.

RFPs might ask for:

• Emissions data from your operations
• Your sustainability strategy
• Proof of certifications like ISO 14001 or B Corp
• Evidence of waste reduction or recycling programs

Each answer is scored. High-scoring proposals are shortlisted. Low-scoring ones aren’t.

How to win more RFPs

Don’t just talk about what you plan to do—show what you’ve already done. Include case studies of past sustainability wins. Share metrics from previous projects. Attach photos, videos, or awards that support your claims.

Also, tailor your sustainability section to the buyer’s specific goals. If you know their company is focused on reducing water use, talk about your water-saving processes. If they care about circular economy, highlight your recycling or reuse programs.

RFPs are your chance to stand out

A strong sustainability section can be your edge, especially when price or product quality is similar to competitors. Buyers are actively looking for partners who align with their values. Show them that you do.

7. 59% of buyers say sustainability influences brand trust and long-term partnerships

Trust is the foundation of any business relationship. And now, nearly 6 in 10 B2B buyers say that a supplier’s sustainability efforts directly affect how much they trust that company. More than that, it influences whether they’ll stick with you over the long haul.

Why sustainability builds trust

Trust is built on consistency, transparency, and shared values. When you show that you care about more than just profits—that you’re trying to do what’s right for the planet and your people—buyers see you as dependable. You’re not just a vendor. You’re a partner who shares their mission.

In a B2B world where deals often last years and involve millions, this kind of alignment matters.

How to build that kind of trust

Start with consistency. Don’t promote sustainability in your marketing if your actions don’t match. Buyers can see through that. Instead, look at your operations. Are you reducing waste? Cutting energy use? Supporting fair labor?

Then, communicate that clearly. Publish regular updates on what you’re doing and how it’s going. Even small wins—like switching to recycled materials—help build credibility.

Don’t forget about transparency. If you’re struggling in certain areas, be honest about it. Buyers respect businesses that are real, especially when they see a clear plan to improve.

Keeping partnerships strong

If you’re already working with B2B clients, sustainability can help you keep that relationship solid. Consider adding sustainability check-ins during your QBRs (quarterly business reviews). Share your roadmap for future improvements. Ask how you can align better with their goals.

These conversations move you from vendor to strategic partner.

8. 72% of procurement teams assess carbon footprints of potential vendors

Carbon emissions aren’t just an environmental issue—they’re now a business issue. Most procurement teams today are actively looking at a supplier’s carbon footprint as part of their evaluation.

Why this is happening

Governments and stakeholders are pushing companies to hit emissions targets. To do that, businesses need to look beyond their own operations. They need their suppliers to lower emissions too. That’s where you come in.

If you can show a low or improving carbon footprint, you’re not just green—you’re valuable.

How to calculate your carbon footprint

Start by identifying your scope 1 and scope 2 emissions. These are the direct and indirect emissions from things like:

• Fuel your company burns (vehicles, boilers, etc.)
• Electricity and heating you use in offices or factories

If you want to go further, measure your scope 3 emissions—things like employee commuting, supplier activities, and product end-of-life. These are harder to track but show a higher level of commitment.

You can use tools like:

• The GHG Protocol
• Carbon calculators from your local sustainability councils
• Sustainability consultants or software platforms

Once you have the data, break it down into clear, understandable visuals. This helps buyers digest the information quickly.

Positioning your emissions data

Buyers don’t expect perfection. What they do expect is that you’re measuring, reporting, and improving. Show your numbers, explain what they mean, and most importantly, share your goals.

If you’ve reduced your emissions by 10% year over year, highlight that. If you’ve switched to renewable energy, say how much carbon that saves.

This kind of information gives buyers confidence that working with you helps them meet their own goals.

9. 47% of B2B buyers prioritize suppliers with net-zero commitments

Almost half of B2B buyers actively favor suppliers who have committed to reaching net-zero emissions. That means getting to a point where your operations produce no more carbon than they remove.

Why net-zero is a buying factor

Buyers are under pressure to meet their own net-zero timelines, often set for 2030 or 2040. To do that, they need every part of their supply chain moving in the same direction.

When a supplier has a clear net-zero goal, it sends a strong message: We’re serious about sustainability. That makes procurement teams more comfortable choosing you over someone who hasn’t even started.

What committing to net-zero looks like

You don’t need to have all the answers on day one. But you do need a clear plan.

Here’s how to start:

1. Measure your current emissions
2. Set a target year to reach net-zero (ideally within 10–15 years)
3. Outline the steps you’ll take—energy efficiency, renewable energy, carbon offsets, etc.
4. Share progress publicly, at least once a year

You can get certified or align with global frameworks like:

• The Science Based Targets initiative (SBTi)
• The UN Race to Zero
• ISO 14068 (coming soon)

How to talk about your net-zero goal

Include your commitment on your website, pitch decks, and procurement questionnaires. But don’t stop there. Turn it into a story.

Talk about why your company chose this path. Share what challenges you’re facing and how you plan to overcome them. When buyers see that your values align with theirs, it builds stronger emotional and business ties.

10. 80% of industrial buyers say green certifications influence purchase decisions

In industries where operations are energy-intensive and materials-heavy, certifications that prove sustainability matter a lot. Four out of five industrial buyers say that green certifications are a key part of their decision-making.

Why certifications matter more than promises

Buyers need proof. Certifications provide it.

Whether it’s ISO 14001 (for environmental management) or ENERGY STAR (for energy efficiency), these third-party stamps signal that a company walks the talk. In complex supply chains, they help procurement teams cut through vague claims and focus on facts.

Certifications also lower perceived risk. When a vendor is certified, it reassures buyers that certain standards are being met—without them needing to investigate everything themselves.

Which certifications buyers look for

It depends on your industry, but here are some commonly valued ones:

• ISO 14001 – Environmental management systems
• LEED Certification – Green building standards
• B Corp – Social and environmental performance
• EcoVadis Ratings – Global supplier sustainability ratings
• Cradle to Cradle – Product safety, circularity, and responsibility

Even smaller recognitions—like local environmental awards—can help build credibility.

How to leverage certifications

Start by listing them clearly on your website, marketing materials, and proposals. Include a one-liner on what each certification means and why it matters.

But don’t just treat them as badges. Use them as part of your narrative. Explain how earning a certification changed your processes or improved your product. This brings your credentials to life and helps buyers see the value beyond the certificate.

If you’re not certified yet, choose one that fits your operations and start the journey. Even the act of pursuing certification can be a compelling story to share with potential clients.

11. 41% of B2B buyers are mandated to source from suppliers with ethical labor practices

Almost half of all B2B buyers are now required—not just encouraged—to work only with companies that uphold ethical labor standards. That’s a huge shift in procurement behavior.

What this mandate means

Buyers are being held accountable for their entire supply chain. If you engage in practices like underpaying workers, unsafe working conditions, or use of forced labor (even unintentionally), your buyers are at risk too. That’s why many are drawing a hard line.

It’s not just about avoiding harm—it’s also about aligning with global frameworks like:

• The UN Guiding Principles on Business and Human Rights
• The International Labour Organization (ILO) standards
• National supply chain laws (like Germany’s Supply Chain Act or the UK’s Modern Slavery Act)

What you can do to meet this expectation

Start with an internal audit. Ask questions like:

• Are all our employees and contractors paid fairly?
• Do we provide safe, clean, and dignified working conditions?
• Are we sourcing from regions or partners with labor risks?

Then, go a step further. Create a written Supplier Code of Conduct that outlines your expectations for labor practices—and ask your suppliers to sign it.

You can also train your team to identify red flags and set up anonymous reporting systems to catch potential issues early.

Why buyers care so much

Ethical labor isn’t just a moral issue—it’s a brand issue. If something goes wrong in the supply chain, it doesn’t just hurt the supplier’s image. It can damage the buyer’s brand too. Buyers want partners they can trust to do the right thing, even when no one is watching.

By demonstrating your labor ethics clearly, you position yourself as a low-risk, high-integrity partner.

12. 67% of buyers report that their customers ask about sustainability in the supply chain

The ripple effect is real. Two-thirds of B2B buyers say their own customers are now asking tough questions about sustainability—especially when it comes to their supply chains.

Why this creates pressure on buyers—and you

Customers (especially large ones, like governments or global brands) are starting to dig deeper into where products come from, how they’re made, and what impact they have on the environment and society.

That pressure gets passed upstream—from customer to buyer, from buyer to vendor, and so on.

So when a buyer looks at your company, they’re also thinking: Will working with this supplier help me satisfy my customers?

How to turn this into an opportunity

Make your sustainability practices visible—not just to buyers, but to their customers too.

Create content (like short videos, infographics, or case studies) that buyers can share internally or externally. Help them feel proud to work with you. Make it easy for them to explain your impact to their own clients.

You can also offer joint marketing initiatives. For example:

• Co-branded sustainability reports
• Shared social media posts about your partnership
• Customer success stories showing environmental impact

When you help buyers tell their sustainability story better, you don’t just keep the contract—you deepen the relationship.

13. 55% of buyers consider environmental impact equally important as cost and quality

More than half of buyers now weigh environmental impact on the same level as price and product performance. That’s a huge shift in mindset—and it changes how businesses need to present their value.

The new balance in B2B decisions

In the past, cost often won every conversation. If two suppliers offered similar quality, the cheaper one usually got the deal. But today, environmental impact is becoming a third leg of the decision stool. It’s no longer enough to just be cheap or reliable—you also need to be responsible.

This doesn’t mean cost and quality don’t matter. They absolutely do. But now, sustainability sits right beside them in the final decision.

How to speak this new language

When you’re pitching or writing proposals, stop treating sustainability as a “bonus feature.” Make it part of your core value proposition. For example:

• Show how your sustainable design also improves product durability.
• Explain how your clean production process reduces waste and costs.
• Share how your low-emissions transport options deliver reliably and responsibly.

This way, you’re not making buyers choose between sustainability and performance—you’re giving them both.

Help buyers justify the choice

Buyers often need to defend their decisions internally. If your product costs a bit more but has a clear sustainability edge, help them explain the trade-off. Give them data, visuals, or comparisons they can use with their bosses and stakeholders.

The easier you make it for them to justify picking you, the more likely they are to do it.

14. 49% of B2B buyers prefer digital solutions to reduce paper-based processes

Nearly half of B2B buyers are moving away from paper-heavy workflows—and they want suppliers who support that shift. Sustainability here isn’t about packaging or fuel—it’s about processes.

Why digital matters for sustainability

Paper might not seem like a big deal, but it adds up. It requires trees, water, chemicals, and energy to produce. Disposing of it creates waste. And manual processes take time and often involve shipping documents back and forth.

Digital workflows cut all of that out. They save resources and increase efficiency. That’s why many buyers are now choosing vendors who use digital tools for things like:

• Invoicing and billing
• Contracts and agreements
• Order confirmations and shipping updates
• Customer support and onboarding

How to meet this demand

Start by digitizing your internal systems. Switch from printed invoices to PDFs. Use e-signatures for contracts. Store key documents in cloud platforms like Google Drive or Dropbox.

Then, look at your customer-facing experience. Can buyers place and track orders online? Do they have a portal where they can access invoices, service records, or compliance reports?

Every touchpoint you digitize makes you greener—and more attractive to modern buyers.

Highlight your digital maturity

In your sales conversations, don’t forget to mention your digital tools. Buyers want to know that working with you is going to be smooth, fast, and aligned with their sustainability goals.

Talk about how your digital processes reduce waste, save time, and increase transparency. Bonus points if you can share how much paper or energy you’ve saved by going digital.

15. 60% of B2B buyers are influenced by a supplier’s renewable energy use

More than half of B2B buyers say that how you power your operations can affect their decision to work with you. Renewable energy is no longer just a utility choice—it’s a brand signal.

Why energy sources matter to buyers

Every watt of energy used in manufacturing, warehousing, or offices adds to your carbon footprint—and ultimately, to your buyer’s footprint too. Buyers are trying to reduce their Scope 3 emissions, which come from partners and suppliers.

If your business runs on renewables like solar, wind, or hydro, you become a cleaner part of their supply chain. That’s a competitive advantage.

How to integrate renewable energy into your operations

You don’t need to build a wind farm to start. Here are a few simple ways:

• Switch your energy provider to one that offers green power options.
• Install solar panels if you have the roof space and budget.
• Purchase Renewable Energy Certificates (RECs) to offset conventional power use.
• Partner with local utilities that offer green energy programs.

Once you’ve made the switch, track your progress. Know what percentage of your power comes from renewable sources—and be ready to share that number.

Sharing your energy story

Buyers want proof, not just promises. So if you’ve made the switch to renewables, put it on your website. Share photos of your solar panels. Include your energy mix in sustainability reports.

Even if you’re just getting started, talking openly about your goals and timeline shows commitment. That transparency builds trust and makes you stand out.

16. 39% of firms are developing scorecards for sustainability to evaluate vendors

Nearly 4 in 10 companies now use or are creating sustainability scorecards to grade their suppliers. These tools are becoming a standard part of vendor assessments—and they determine whether you win or lose the deal.

What is a sustainability scorecard?

Think of it as a report card. Buyers use these scorecards to evaluate suppliers on specific environmental, social, and governance (ESG) criteria. That might include:

• Energy and water usage
• Carbon emissions
• Waste and recycling efforts
• Labor practices
• Reporting transparency
• Sustainability certifications

Each factor gets a score, and suppliers are ranked or filtered based on how they perform. Some buyers use this as a go/no-go filter. Others use it to decide who gets more contracts or longer-term deals.

How to prepare for scorecard evaluations

Start by reviewing what buyers in your industry are measuring. You can often find this in RFPs, supplier portals, or ESG reports from the companies you want to work with.

Then, gather your internal data and organize it into a clear, verifiable format. You don’t need a glossy report—just accurate numbers, consistent tracking, and a short narrative around what you’re doing and why.

Create your own one-page sustainability scorecard that you can share with prospects. It shows initiative and puts you ahead of the game.

Turning scorecards into strengths

Don’t aim for perfection. Buyers understand that different companies are at different stages. What matters more is transparency, momentum, and a clear roadmap.

If you’re weak in one area but strong in others, explain what you’re doing to close the gap. That honesty builds more trust than inflated claims ever could.

17. 75% of buyers expect suppliers to meet third-party verified sustainability standards

Three-quarters of B2B buyers now want external validation that your sustainability claims are real. It’s not enough to say you’re green—you have to prove it, with third-party backing.

Why third-party verification matters

Buyers are under scrutiny themselves. Their stakeholders demand transparency and compliance. If they pick a supplier who turns out to be greenwashing, it reflects badly on them.

That’s why third-party standards like ISO, EcoVadis, B Corp, or even regional certifications carry so much weight. They create a level of trust that self-declared claims can’t.

It’s about confidence—and reducing risk.

How to choose the right certification

Start with your buyer base. What standards do they trust and reference in their supplier guidelines? Some common ones include:

• ISO 14001 (Environmental Management)
• SA8000 (Social Accountability)
• Fair Trade or Rainforest Alliance (for agri-products)
• EcoVadis (Global business sustainability ratings)
• B Corp (For businesses balancing profit and purpose)

Don’t chase every badge. Pick one or two that align with your operations and values.

Once certified, keep your documentation up to date and ready to share at a moment’s notice. Some buyers may ask for audit reports or certification IDs before signing contracts.

Talk about it the right way

Avoid jargon. Instead of saying, “We’re ISO 14001 certified,” try: “Our facility is certified for environmental management by an international third party, which means we follow strict standards to reduce pollution and waste.”

This makes your message more human and more compelling.

18. 58% of buyers conduct annual sustainability audits of their suppliers

More than half of buyers now go a step further—they don’t just ask for sustainability info once. They check it every year. That means you have to stay ready, not just compliant during the onboarding phase.

What buyers are looking for in audits

Annual sustainability audits typically involve:

• A review of your emissions, energy, and water use
• Updates on sustainability goals and progress
• Evidence of social and labor practices
• Validation of certifications or claims
• Supplier documentation and process reviews

Depending on the industry, audits may be in the form of questionnaires, on-site visits, or virtual assessments.

These audits aren’t just about looking good—they’re about consistency. Buyers want to see that you’re improving year over year and staying aligned with their expectations.

How to stay audit-ready

Build a simple system to track key sustainability metrics each month or quarter. Store your reports, photos, and supporting documents in a shared folder. When the audit request comes in, you won’t be scrambling.

Appoint someone on your team to own sustainability reporting. It doesn’t have to be a full-time role—but someone needs to keep things organized and up to date.

Use audits to strengthen the relationship

Instead of treating audits like a test, see them as a chance to shine. Use them to highlight your wins, talk about upcoming projects, and ask how you can support the buyer’s evolving goals.

The more proactive and open you are, the more trust you build. That trust can lead to more contracts, better terms, and deeper partnerships.

19. 64% of B2B buyers cite supply chain transparency as a top sustainability challenge

Transparency in the supply chain is one of the hardest things for buyers to manage. Nearly two-thirds of them say it’s their biggest hurdle. That means if you can make things clearer for them, you instantly become more valuable.

Why transparency is such a struggle

Supply chains are complex. One product might go through multiple suppliers, processors, and distributors before it reaches the end user. At each stage, the risk of environmental or ethical issues increases. Buyers often don’t have the visibility they need, and that keeps them up at night.

They’re worried about:

• Sourcing materials from high-risk regions
• Unethical labor practices several tiers down
• Undisclosed carbon-heavy processes
• Gaps in certifications or documentation

When suppliers can’t give clear answers, it leaves buyers exposed.

How to improve your transparency

Start by mapping your own supply chain. Who are your vendors? Where are your materials coming from? Are there any known risks?

Once you have this mapped out, document your findings in a clear format. You don’t need to show every detail, but you should be able to answer:

• Where do your key materials originate?
• Who are your tier-1 suppliers?
• Are your suppliers certified or audited?
• What checks do you have in place?

Make this information available in your onboarding documents, supplier portal, or proposals. The easier you make it for buyers to understand your supply chain, the more confident they’ll feel working with you.

Make it an ongoing conversation

Invite your buyers into your process. Offer to share updates when things change. Be honest if there’s a part of the chain you’re still investigating. Most buyers don’t expect perfection—they expect honesty and effort.

Being transparent builds trust. It shows buyers that you care as much about doing the right thing as they do.

20. 48% of procurement leaders say sustainability is now part of their KPIs

Almost half of procurement leaders are being measured on sustainability outcomes—not just cost savings or delivery times. This changes everything about how they select and evaluate suppliers.

Why KPIs matter to you

When something becomes a key performance indicator, it drives action. It means that the person choosing vendors is also accountable for your sustainability performance. If you make them look good, you get the contract. If not, you may be passed over.

These KPIs might include:

• Reducing emissions in the supply chain
• Increasing supplier diversity or ethical sourcing
• Improving scorecard ratings over time
• Meeting a certain percentage of certified vendors

If you help a buyer hit these metrics, you’re not just a supplier—you’re a strategic asset.

How to align with procurement KPIs

During sales calls or proposals, ask a simple question: Are there any sustainability goals you’re personally responsible for?

This shows empathy and interest—and it gives you the inside scoop on what really matters.

Then, tailor your pitch to match. For example, if the buyer needs to show carbon reductions, lead with your emissions data. If they need to increase their use of ethical suppliers, highlight your labor practices and certifications.

You’re not just selling a product—you’re helping them succeed in their role.

Keep the support going post-sale

Once the deal is signed, don’t disappear. Provide buyers with the reports, metrics, and updates they need to track progress. Make it easy for them to report wins internally.

This strengthens the relationship, opens the door for future projects, and turns your company into a partner they rely on.

21. 43% of buyers say climate risk is influencing procurement planning

Almost half of all B2B buyers are factoring climate risk into their procurement strategies. That includes things like extreme weather, resource shortages, and regulatory changes—all of which affect how and where they buy.

What climate risk looks like in procurement

Climate risk isn’t just about hurricanes or floods. It’s about the long-term stability of your supply chain. Buyers are now asking:

• Will this supplier be able to deliver during a climate event?
• Do they rely on water-stressed regions?
• Are they vulnerable to carbon regulations or penalties?
• How quickly can they adapt to environmental disruptions?

If you can show resilience and foresight in these areas, you become a safer choice.

How to prepare your business for climate-conscious buyers

First, identify where your own risks lie. Are you sourcing from areas that are seeing more droughts, floods, or energy price volatility? Are you relying on single sources for key materials?

Then, create a basic risk mitigation plan. This could include:

• Secondary sourcing options
• On-site sustainability improvements
• Diversified logistics and storage plans
• Emergency preparedness strategies

Even small steps can make a big difference in how buyers view you.

Tell your story in a way that matters

When talking to procurement teams, frame your resilience efforts in terms they care about. Say things like:

• “We’ve built a backup supplier network in case of disruption.”
• “Our packaging is designed to withstand extreme temperature swings.”
• “We use local logistics hubs to reduce delays during climate events.”

This shows you’re not just thinking about the environment—you’re also thinking about business continuity, which is something every buyer cares about deeply.

22. 74% of B2B companies include sustainability performance in supplier scorecards

Supplier scorecards are no longer just about delivery times, quality control, and cost compliance. Today, nearly three out of four companies include sustainability performance as a standard metric in evaluating vendors.

Why scorecards matter more than ever

Scorecards are used throughout the relationship—not just during vendor selection. They help buyers evaluate how well you’re performing across all areas, and whether or not to continue working with you.

When sustainability becomes one of those key areas, it means that even if you’re hitting all your other KPIs, poor environmental or social performance could still cost you the contract.

What goes into a sustainability scorecard

Every company structures their scorecard differently, but the sustainability section often includes:

• Greenhouse gas emissions (GHG)
• Renewable energy use
• Waste reduction initiatives
• Use of recyclable or low-impact materials
• Compliance with labor and safety standards
• Transparency and frequency of sustainability reporting

Some buyers assign weights to each of these categories, while others score them equally. What matters is that these categories are now part of the conversation—and they’re being tracked over time.

How to stay competitive on scorecards

Ask your buyers for a copy of their supplier scorecard if possible. Many will share it, especially if you’ve worked with them before. Use it to identify where you’re already performing well, and where you need to improve.

If you don’t have access to an actual scorecard, build a mock one using categories common in your industry. Then, review your practices against it and start collecting real data to support your answers.

The key here is consistency. Updating your scorecard quarterly shows effort and engagement, even if the numbers are still improving.

23. 50% of buyers require lifecycle assessments before committing to long-term contracts

Half of B2B buyers want a lifecycle assessment (LCA) before signing on for a long-term relationship. This shows how seriously they’re taking environmental impact—not just during production, but across the entire life of the product or service.

What is a lifecycle assessment?

An LCA looks at the environmental impact of a product from start to finish:

1. Raw material extraction
2. Manufacturing and processing
3. Packaging and transportation
4. Use by the customer
5. Disposal, recycling, or reuse

It calculates things like energy use, emissions, water consumption, and waste at every step. This gives buyers a full picture of what they’re committing to—not just what happens in your factory.

Why buyers demand LCAs

LCAs help buyers make smarter, more responsible decisions. It gives them:

• Proof of due diligence
• Insights for reducing their own footprint
• Support for ESG reporting and compliance
• A tool for comparing vendors more accurately

Without an LCA, your product might look good upfront—but hidden costs or risks could come back later. That’s what buyers are trying to avoid.

How to get started with LCAs

If you’re new to LCAs, start small. Choose one key product or service and work through the five stages with your team. You can use tools like:

• OpenLCA (free software)
• Gabi or SimaPro (paid LCA tools)
• Help from sustainability consultants

Even a basic, high-level assessment shows buyers that you’re thinking holistically.

Once you’ve done the work, build a summary version you can share during early conversations. A short, visual version of your LCA results—highlighting emissions saved, materials reused, or waste avoided—can help you stand out early in the buying cycle.

24. 62% of companies consider supplier sustainability data essential to ESG reporting

Environmental, social, and governance (ESG) reporting is now standard for many companies. And for 62% of them, supplier data is a non-negotiable part of the puzzle.

Why ESG reports need your data

Most companies don’t operate in isolation. Their products and services rely on a network of suppliers, contractors, and partners. To give a true picture of their ESG performance, they need to report on what happens throughout the value chain.

That’s why they’re asking suppliers for:

• Emissions data
• Diversity stats
• Environmental certifications
• Social impact initiatives
• Water and waste usage

This data gets rolled into their annual ESG report, which they share with investors, customers, regulators, and even the public.

If you don’t provide this data, you’re not just invisible—you’re a risk.

How to support your buyer’s ESG goals

Proactively prepare an ESG data pack. This can be a short, organized document (or slide deck) that covers key metrics and efforts on your end. Think of it like a press kit—but for sustainability.

Your ESG data pack might include:

• A one-page summary of your environmental efforts
• A list of certifications and audits completed
• Year-over-year improvements or goals
• Social impact or diversity highlights
• Charts and tables that are easy to plug into their own reports

Share this once a year or when asked—and make sure it’s updated and accurate.

Make it easy for them to include you

Buyers love suppliers who don’t make them chase down numbers or explanations. The easier you make it to include your story in their ESG report, the more likely they are to continue working with you.

And the better you look in their reporting, the more visible your value becomes to senior leadership, which opens the door to bigger and better contracts down the road.

25. 36% of B2B firms penalize non-compliant suppliers through reduced contracts or pricing

Over a third of B2B companies are penalizing suppliers who don’t meet sustainability expectations. This isn’t just about missed opportunities—it’s about losing revenue and credibility.

What penalties look like in real life

These penalties might include:

• Reducing the value or length of contracts
• Denying access to future bidding opportunities
• Cutting volume or preferred vendor status
• Lowering prices offered to make up for reputational risk
• Publicly flagging underperforming suppliers in scorecards

To a supplier, that can mean less money, less visibility, and fewer chances to grow.

This shift reflects how serious buyers have become. Sustainability isn’t a soft metric anymore—it’s now part of your performance evaluation, just like delivery times or defect rates.

How to stay on the right side of the equation

Start by identifying where your business might be falling short. Are you failing to report on emissions? Are you still using harmful materials? Do you lack transparency about labor practices?

Once you’ve got a clear picture, take action—no matter how small. Even small improvements signal commitment and help buyers justify continued business with you.

If you’ve had issues in the past, don’t hide them. Instead, address them head-on in conversations or proposals. Say something like, “We received feedback that our packaging wasn’t recyclable. We’ve since switched to a compostable material, and here’s how it’s working.”

This kind of transparency turns weakness into strength.

26. 69% of buyers are investing in technology to monitor and manage supplier sustainability

Nearly 7 in 10 buyers are using technology to monitor supplier sustainability. That means your activities are being tracked more closely than ever—often in real-time.

What kind of tech are buyers using?

Here are some tools buyers are leveraging:

• Supplier sustainability platforms like EcoVadis or Sedex
• Carbon tracking software that maps emissions across the supply chain
• ESG dashboards that consolidate supplier performance
• Blockchain for verifying sustainable sourcing claims
• AI tools that flag non-compliance or risk patterns

These platforms automatically pull data from forms, audits, reports, and even public databases. If you’re listed, buyers can quickly see your performance history, risk rating, and compliance levels.

Why this matters to you

You’re no longer being judged just by what you say. You’re being evaluated by the data that’s collected about you, often without direct interaction.

That means your sustainability information needs to be:

• Accurate
• Consistent
• Up to date
• Easy to verify

Buyers expect digital access to this data, not PDF scans from five years ago.

How to stay in the loop

Find out which platforms your buyers are using. If they use EcoVadis, for instance, consider setting up your own profile. This lets you control the narrative and update your data regularly.

Invest in simple tools on your end too—like spreadsheets to track carbon output, or a basic dashboard to share with clients.

The goal is to make your sustainability efforts not just visible, but searchable and trackable through the tools buyers trust.

27. 46% of buyers want suppliers to align with their own corporate sustainability goals

Almost half of buyers say that to truly build a partnership, your sustainability strategy must mirror theirs. Alignment is becoming a top criterion—not just for selection, but for long-term collaboration.

Why alignment matters more than ever

Buyers don’t just want green suppliers—they want compatible ones. They want to work with companies that understand their mission, support their values, and actively help them achieve their ESG goals.

If your sustainability goals contradict theirs—or worse, if you don’t have any—your chances of getting the deal shrink fast.

For example, if a buyer’s corporate mission includes reducing plastic use, and you still ship products in foam packaging, you’re creating friction.

On the other hand, if you offer biodegradable packaging and show data on its effectiveness, you’re part of their solution.

How to find and align with your buyer’s goals

Start by researching the buyer’s sustainability report. Most large companies publish these annually. Look for:

• Their top environmental targets (carbon, waste, energy, etc.)
• Social impact goals (diversity, fair labor, education)
• Compliance frameworks they’ve signed onto (UN SDGs, SBTi, etc.)

Then, identify overlap with your own values or projects. This doesn’t mean changing your entire strategy—but it does mean highlighting the shared ground.

Bring alignment into the conversation

In your proposals and sales decks, include a slide titled “Shared Sustainability Priorities.” This small addition can make a big impact. It tells the buyer:

“We’re paying attention. We care about the same things. We’re here to support your mission.”

That kind of alignment doesn’t just win deals—it builds partnerships that last for years.

28. 57% of procurement teams have specific sustainability training

Over half of procurement teams are now trained specifically on sustainability principles, not just general purchasing processes. That means the people evaluating your proposals know what to look for—and they’re trained to spot red flags.

Why this training changes the game

Before, buyers might not have known how to evaluate a supplier’s carbon footprint, labor practices, or energy use. Now, they’ve got training. They understand:

• What credible sustainability looks like
• How to read a lifecycle assessment
• Which certifications are trustworthy
• How to compare suppliers based on environmental impact

This makes the competition tougher. But it also rewards companies that are genuinely doing the work.

What this means for your sales process

You can’t fake it anymore—and that’s a good thing.

If you’ve put in the effort to reduce emissions, improve labor practices, or adopt renewable energy, make sure your materials clearly explain how and why. Use real data, real stories, and real goals.

And don’t dumb it down. These buyers have had training. Speak their language. Use clear terms like Scope 1, 2, and 3 emissions. Reference standards like ISO 14001 or EcoVadis if they apply to you.

This not only helps your proposal stand out—it builds credibility with buyers who know their stuff.

Educate your team too

Your sales and account reps are on the front lines. Make sure they understand the basics of sustainability so they can speak confidently during calls and presentations.

Even a short internal guide or cheat sheet can make a big difference.

29. 65% of buyers say transparency in emissions and waste reporting affects loyalty

Two-thirds of buyers say that if a supplier is not transparent about emissions and waste, they’re less likely to stick with them long term—even if the product is good.

Why transparency earns loyalty

Buyers want partners they can trust. If they feel like you’re hiding something, or not fully open about your environmental footprint, that trust disappears.

Even if your emissions are high today, being open about your challenges—and your plan to fix them—builds long-term credibility.

Think of it like this: buyers aren’t expecting perfection, but they are expecting progress.

How to be transparent the right way

You don’t need a 50-page report. Instead, share a simple one-page overview that shows:

• Your current emissions and waste levels
• Year-over-year improvements (even small ones)
• Goals for the next 12–24 months
• What steps you’re taking to get there

Include links or attachments with supporting data for those who want to dive deeper.

Be proactive. Don’t wait for buyers to ask. Publish this report once or twice a year, and share it in onboarding, account reviews, or newsletters.

The loyalty effect

When buyers see that you’re accountable and improving, they feel confident investing in you. They know you’re a low-risk, high-integrity partner—and that keeps them coming back.

In a market where switching suppliers is expensive and risky, trust built through transparency is one of the strongest competitive advantages you can have.

30. 53% of B2B buyers use third-party platforms to verify sustainability claims

More than half of buyers now rely on third-party platforms to validate what you say about your sustainability practices. If your claims can’t be backed up in these systems, you risk losing trust—and deals.

What platforms buyers are using

Some of the most popular third-party platforms include:

• EcoVadis
• Sedex
• CDP (Carbon Disclosure Project)
• Sustainalytics
• Refinitiv ESG Database
• Global Reporting Initiative (GRI)

Buyers use these tools to:

• Cross-check your certifications
• See past performance ratings
• Verify public claims
• Flag inconsistencies or risk factors

The goal is to filter out greenwashing and make fact-based decisions.

How to prepare for third-party verification

Start by checking whether your company is already listed on these platforms. If so, review the data—make sure it’s current, complete, and accurate.

If not, consider joining one or two that are most common in your industry. Being visible in these systems makes you easier to trust—and easier to select.

Work with your compliance or sustainability team to keep your profiles up to date. You can even mention in proposals that your claims are publicly verified on platforms buyers already use.

This makes it easier for them to say yes—and harder for them to say no.

Conclusion

Sustainability now affects every part of the buyer journey—from initial interest to long-term loyalty. Whether you’re a manufacturer, distributor, service provider, or tech vendor, buyers are asking: Are you helping us build a better business, and a better world?