As consumer demand for sustainable products grows and regulatory pressure increases, B2B suppliers have an opportunity to grow market share by helping their customers meet sustainability goals. Success requires developing credible sustainability offerings, investing in well-trained salespeople who can effectively communicate both environmental and economic benefits, and backing sustainability claims with data and third-party certification.

Read the full piece about sustainability value for B2B organizations co-authored by NYU Stern CSB's Tensie Whelan and PwC's David Linich at MIT Sloan Management Review.