Be honest...

In today’s business ecosystem, sustainability has moved from a hopeful add‑on to a survival strategy. Yet what truly matters is not the label but the leadership behind it - a leadership that turns ambition into measurable change.

The numbers are in:

• According to the 2023 Sustainability Leaders Report, 78% of consumers say they are more likely to trust brands that actively demonstrate sustainability leadership, not just talk about it.

• Companies that embed sustainability into their core operations outperform their peers by 21% in revenue growth (Deloitte, 2023).

• A 2023 McKinsey report found that companies with strong ESG (Environmental, Social, and Governance) performance are 25% more likely to have above-average profitability than their peers.

This gap between perception and reality underscores a vital leadership lesson: true sustainability leadership drives measurable impact, not just reputation.

So the question is no longer “Are we sustainable?” but “Are we leading in sustainability?” Those who step up with integrity, foresight, and decisive action will shape a future where both business and the planet can thrive

Why Does it Matter

Before we unpack the specifics, it’s worth grounding ourselves in these three core principles that define sustainable leadership and understanding why they are critical to long-term business success - Impact on Business, Ethical Obligations and Societal Expectations.

These three areas matter because they go beyond business, they shape how we treat people, the planet, and each other. Sustainable leadership isn’t just about profits or policies; it’s about making choices that build trust, protect future generations, and earn the respect of our communities. When leaders address business impact, ethics, and society’s expectations, they create organizations that people want to work for, buy from, and believe in.

In this issue, we explore what it means to lead sustainably:

• Three hidden traps that derail even committed leaders.

• Three practical plays turning intention into measurable gains.

• Four organisations showing the rest of us how it’s done.

Three Hidden Traps

No one questions the intent, but even the most values-driven leaders can get stuck when strategy and execution drift apart. Here are 3 common traps that often go unnoticed until progress stalls or worse, reverses.

• Trying to please everyone - Common situation. Stakeholders often pull in opposite directions: investors want short-term returns, regulators demand compliance, and employees crave purpose. Leaders stall when they try to placate all camps at once instead of setting clear priorities and trade-offs.

• Staying at the strategy level - Vision decks are easy; operational change is painful. When sustainability stays in the boardroom and never reaches procurement, logistics, quality or finance, momentum fizzles. Execution—not aspiration—defines leadership.

• Underestimating the middle managers - This is an understatement. Middle managers sit between lofty goals and daily pressures. If they aren’t resourced and empowered, they quietly revert to “business as usual,” and even the strongest top-down mandate loses steam.

Three Practical Strategies

To turn sustainability ambitions into real results, organisations need focused, practical actions. Here are three practical strategies:

• Integrate targets into decision-making - Make sustainability metrics part of every major business choice, not just reporting. For example, DBS includes climate-risk scores in loan decisions, tightening terms or rejecting loans that would raise emissions.

• Expand visibility beyond tier 1 suppliers - Invest in tools that track environmental impacts deeper in the supply chain. At Ørsted, the company traces the carbon footprint of components across multiple supplier levels, allowing early identification and resolution of risks.

• Embed inclusion at the core - Build diverse teams to spot risks others might miss. With women now holding most sustainability executive roles in major firms, companies are tapping broader perspectives to address social, environmental, and reputational challenges.

The Ones To Follow

What separates leaders from the rest? Simple - they operationalise sustainability and don’t wait for perfect conditions. These companies are walking the talk, not just at the surface, but deep into how they invest, produce, and govern. In each direction, there was a clear leader, boldly pushing for change.

• Ørsted | Utilities, Denmark - Flipped from coal to 90% renewables in under a decade, using science-based targets as the north star for every capital allocation. [Led by Mads Nipper].

• Mahindra & Mahindra | Automotive, India - First Indian OEM with an SBTi-approved net-zero pathway; trained 500+ suppliers on carbon accounting, pushing impact far beyond factory walls. [Led by Anirban Ghosh].

• Patagonia | Consumer Goods, USA - Legally transferred ownership to an environmental trust, locking profits into planet-positive projects and making purpose structurally irreversible. [Led by Ryan Gellert].

• Apple  | Technology, USA - It significantly reduced its greenhouse gas emissions. The company decreased its overall emissions by over 55% since 2015, with some reports stating over 60%. Apple's efforts include transitioning over 300 suppliers to 100% clean energy. [Led by Lisa P Jackson].

B2G Academy Section:

Exciting News Alert: We Did It Again!

Our partnership keeps giving.

The results are in: our partnership with the Supply Chain and Logistics Academy (SCALA) continues to yield positive outcomes. We’re proud to congratulate our second graduating class of the Certified Sustainable Supply Chain Professional (CSSCP) programme! To our newest graduates: Welcome to the front lines of sustainable supply chain management. Your skills are in high demand, and your impact starts now. Go turn ambition into action!

A huge thank you to Ian Dyason, CSSCP CPLM, and his team for their continued collaboration with B2G Academy. On to the next!

Interested in partnering with B2G Academy - Reach Jay Kostos on how we can work together.

Testimonial From Our New CSSCP Professional:

A big congratulations to Sugumar Balu CSSCP™, PMI-RMP® on becoming a Certified Sustainable Supply Chain Professional (CSSCP).

"This isn’t just a credential. It’s a catalyst for change". Senior leaders like Sugumar (SVP at Gurīn Energy) are transforming the way sustainability is embedded into business models.

Want to see what that looks like in action? Explore the Certified Sustainable Supply Chain Programme that’s driving real results: For more information, click B2G Academy.

Final Thought: Sustainable Leadership Is The Way Forward

Sustainability isn’t about who shouts the loudest—it’s about who acts with clarity and conviction. In our current world full of noise and uncertainty, true leadership is measured by the changes you make, not the promises you announce. If sustainability isn’t reshaping your business, your priorities, or your decisions, then it’s not leading - it’s lagging. The future belongs to those bold enough to let sustainability set the agenda.

So here’s the question:

What part of your business would look different if sustainable leadership truly led the agenda?

If the answer is “not much”—then maybe, just maybe, it’s time to lead.

If you want to explore what real sustainable leadership looks like, subscribe to my newsletter Sustainable SC Unhedged, curated for professionals ready to move beyond labels and drive meaningful change.