26 September, 2025

Feeling demotivated by the constant barrage of news headlines declaring sustainability is dead? Bain’s latest report shows the reality is far more encouraging, and that 2025 has in fact been the year of saying less – but doing more. 

Bain’s analysis of over 35,000 CEO statements from 150 leading companies reveals that while sustainability is mentioned less frequently than in 2022, the narrative has matured. Instead of framing sustainability as “do gooder” philanthropy and compliance, CEOs now position it as a driver of business value, more closely tied to risks, costs and capital investments.  

And while political headlines may suggest sustainability is regressing, the opposite is true in the corporate world. Ten percent of companies have increased the ambition of their SBTi targets, compared to just four percent who are scaling back. 

This momentum shows up in supply chains too. Bain’s annual survey of 750 B2B companies found half already buy more from sustainable suppliers, with nearly 70% planning to accelerate these efforts and de-list from suppliers not meeting criteria within the next three years. By 2028 buyers expect sustainability to rank as the second most important purchasing criterion, with only quality considered more important.  

The business case is equally clear. Bain’s survey shows 60-70% of high-growth companies view sustainability as a lever for differentiation and future proofing, while laggards see it only as a compliance cost or philanthropic exercise. Over 80% of B2B buyers are even paying a premium for sustainable products, illustrating its role in revenue growth. 

So let this be a motivator that despite the political noise, corporate sustainability is holding true, evolving, maturing and proving business value, even if quietly.  

By Nia Vines