Survey: Half of corporate buyers preparing to leave unsustainable suppliers

A new global survey by Bain & Company suggests that corporate priorities around sustainability are shifting. The research indicates that business leaders are linking sustainability more closely to business value, and that many companies are adjusting their buying decisions based on suppliers’ environmental performance.

CEOs and sustainability priorities

Bain’s analysis of more than 35,000 CEO statements found that, while executives are talking less about sustainability, the proportion connecting it to business value has grown. In 2025, 54% of CEOs linked sustainability to business value, compared with 34% in 2018. According to Bain, this suggests a move away from treating sustainability purely as a compliance or ethical issue.

Buying behaviour in b2b markets

The survey of 750 business-to-business companies showed that:

• 49% are already spending more with sustainable suppliers.
• 49% plan to stop working with suppliers that do not meet sustainability criteria in the next three years.
• More than 80% paid a premium for their most recent sustainable purchase.

Bain also found a change in purchasing priorities. Buyers expect the sustainability of products to become the second most important factor in decision-making within three years, behind only quality. At present, it ranks fourth.

Consumer attitudes

The study also surveyed over 14,000 consumers across eight countries. It found that 79% are concerned about environmental sustainability, though this is a slight decline compared with the previous year. Reported actions include reducing energy use (49%), recycling (46%), using reusable products (41%) and cutting back on disposable items (38%).

Cost was identified as the main barrier to more sustainable choices. US consumers, for example, said they were willing to pay about 13% more for sustainable goods, but the data highlighted the actual average premium is closer to 28%.

Commenting on the findings, Jean-Charles van den Branden, Leader of Bain’s Global Sustainability practice, and François Faelli, Global Head of Capabilities, said:

“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.”

Take the next step on sustainability

Both customers and buyers expect stronger sustainability action from businesses. Don’t wait to be left behind.

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