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How B2B brands can market and monetise sustainability
B2B businesses need to embrace sustainability and make it a core positioning tool if they are to monetise their efforts and reap the financial rewards.
What does a B2B brand do? It’s a simple question with a myriad of answers but, ultimately, it comes down to one simple truth: they provide solutions to problems. Sustainability, for many businesses, is a problem that needs to be addressed so why are B2B brands so reticent to make it a core part of their positioning?
A survey of 1,400 businesses by consultancy Simon-Kucher revealed many B2B brands are unable to outline their sustainability priorities to generate and capture new leads, while more than half of businesses are unable to monetise the sustainability efforts they do have.
