Despite recent headlines about ESG backlash, corporate leaders, B2B buyers, and consumers are reaffirming their commitment to sustainability, according to Bain & Company’s newly released Visionary CEO’s Guide to Sustainability 2025 [2].

The report finds that sustainability, after slipping down the priority list in recent years, is once again rising in importance for CEOs. Bain’s analysis of more than 35,000 CEO statements shows a shift away from viewing sustainability as a moral obligation toward framing it as a driver of business value. In 2025, 54% of CEOs linked sustainability to business value, up from 34% in 2018 [1].

B2B purchasing decisions are also evolving. Half of surveyed buyers already spend more with sustainable suppliers, and nearly 70% expect to increase such spending within three years [1][2]. While 26% of companies have already dropped suppliers that failed to meet sustainability criteria, nearly half plan to do so by 2028 [1]. Notably, sustainability of product offerings is expected to become the second most important purchasing factor, after quality, by 2028 [1].

On the consumer side, Bain’s survey of more than 14,000 respondents across eight countries reveals that nearly a third now practice six or more sustainable habits daily, with 70% eager to adopt more [2]. However, affordability remains a key barrier. U.S. consumers report a willingness to pay up to a 13% premium for sustainable products, but actual market premiums average 28% [1][2].

The findings underscore the “do-say gap” CEOs face—speaking less about sustainability while taking more concrete actions [2]. Bain emphasizes that leaders who align sustainability with profitability, scale ROI-positive decarbonization levers, and meet rising buyer and consumer expectations will be best positioned for long-term business success.

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[1] ESG Today. Half of Corporate Buyers Plan to Drop Unsustainable Suppliers: Bain Survey. https://www.esgtoday.com/half-of-corporate-buyers-spending-more-with-sustainable-suppliers-and-plan-to-drop-unsustainable-ones-bain-survey/
[2] Bain & Company. Sustainability is not dead – CEOs, consumers and B2B buyers continue to act sustainably, and tie it to business value. https://www.bain.com/about/media-center/press-releases/20252/sustainability-is-not-deadceos-consumers-and-b2b-buyers-continue-to-act-sustainably-and-tie-it-to-business-value2/#:~:text=In%20a%20Bain%20survey%20of,over%20the%20next%20three%20years.