Sustainable Products in B2B: Overcoming the Sales Challenge
In B2B markets, sustainability alone isn’t enough to drive sales. Customers invest in sustainable products when they align with business priorities, risk management strategies, and market dynamics. Understanding these decision-making factors is key to positioning your product effectively.
Our approach is based on the Four Lenses of Sustainable Buying, a methodology developed at MIT to analyze what influences purchasing decisions:
- Business Value – Companies prioritize sustainability when it reduces costs, mitigates risks, or creates a competitive advantage.
- Stakeholder Influence – Buying decisions are shaped by customer expectations, investor pressure, and industry trends.
- Science & Technology – Data, evolving regulations, and technological advancements determine the viability and attractiveness of sustainable products.
- Purpose Alignment – Some businesses adopt sustainable solutions that reinforce their brand mission and long-term vision.
Curious to see where your product stands? Take our online assessment to evaluate how well it aligns with the Four Lenses framework and identify opportunities for improvement.
Life Cycle Assessment
Life Cycle Assessment (LCA) is the gold standard for measuring a product’s environmental impact—from raw material extraction to disposal.
It goes beyond carbon footprints, helping businesses identify hotspots, reduce waste, and make smarter design choices.
Whether aligning with ISO 14040/14044 or integrating with ASTM E3096, LCA turns sustainability into a strategic advantage. Ready to translate data into action? Let’s explore how LCA can refine your product strategy.
Why Schedule a 15-minute call?
A brief 15-minute call can unlock new opportunities for your business—discover what’s holding back your sustainable sales and learn how to turn compliance into a competitive advantage.