I walked into this year’s Sustainable Brands fully expecting to see a lot of long faces. Instead, I saw a lot of enthusiasm, passion, collaboration and a general attitude of “Let’s go!” As Andrew Winston, Simon Mainwaring and Mike Dupee all covered, companies that are still pursuing sustainability and decarbonization efforts are indeed happening. For instance, solar has surpassed coal on energy generation — something that seemed unthinkable just 15 years ago.  

Now, our latest report, which you can download for free, captures some of this same enthusiasm. As the stat above notes, over 80% of people inside companies responsible for buying from suppliers say that sustainability is “sometimes to always” a tiebreaker in choosing between suppliers. There’s lots more good news (you should read the report!). But there’s also a note of caution: These same buyers see risk in sustainability and believe their companies might communicate less about it in the future. 

We’re thinking about this as a looming “green comms recession.” Meaning, some companies WILL stop talking about sustainability — and our point of view is that some should. We’ve seen a lot of platitudes and greenwashing over the last decade, and it would be a great thing for all of us if that went quiet. When it does, it will open space for companies that actually have a sustainability value proposition to come forward.  

This is not unlike what happens in a financial recession — some companies cut comms spending to save cash; others use the moment as an opportunity to differentiate, grab more of the spotlight and position themselves for growth. 

Those are the companies who will succeed during the green comms recession. 

If your company is committed to sustainability and has been taking steps to reduce carbon emissions, energy use and waste — and if you have a story to tell about what that progress means for your buyers — this is not the moment for you to sit down. In fact, your messaging can have greater visibility and momentum now. Here’s why. 

Sustainability drives favorable impressions 

In our 2025 B2B Pulse we heard a strong call for sustainability: 

• 86% of B2B buyers in the U.S. and 79% of B2B buyers in Europe say knowing a company is a leader in reducing its environmental impact would "somewhat/greatly" improve their opinion of that company.  
• 83% of B2B buyers in the U.S. and 85% in Europe say sustainability is "sometimes to always" a tiebreaker when choosing between competing suppliers or products (and they will often pay a premium for it).  

Consumers and employees support sustainability 

In reviewing the B2B data, we noticed how it closely corresponds to what we’ve learned from consumers and employees in past surveys. Take a look at these stats from surveys with people across the globe: 

• 83% of people around the world agree that global warming, or climate change, is occurring, and it is primarily caused by human activity. 
• 80% say knowing a company is a leader in reducing their environmental impact improves their opinion of that company. 
• 67% say they are "very/extremely" interested in hearing from companies about their efforts to reduce their environmental impact. 
• 44% can name a product or brand they’ve purchased — or not purchased — because of the environmental or social record of the manufacturer. 
• And 87% of employees in the U.S. and 90% of employees in Europe want to work for companies that take sustainability seriously.  

So, we have consumers with their wallets, employees with their talents, and B2B buyers with their procurement budgets (not to mention investors — more in B2B Pulse!). In every group, a solid majority favors and/or wants to support sustainability. So why isn’t every company singing green loud and proud?  

The perception of risk — and opportunity 

In the turbulence of this moment, companies are concerned that they will put their reputation at risk if they talk about sustainability. For instance, 64% of B2B buyers in the U.S. and 71% in Europe say that communicating about climate change is risky. In response, the majority of business buyers think their companies will likely pull back on communicating about climate change and most other topics related to sustainability.  

Yet, at the same time, B2B buyers noted that there’s opportunity in communicating about these topics and specifically named energy efficiency and circularity as topics to promote.  

If your company is serious about sustainability, this is an opening. 

When risk and opportunity go head-to-head, it’s tempting to hide from the risk. But if a business can resist contracting, it can take advantage of the opportunity.  

We welcome the chance to quiet the noise. It makes businesses that are really doing the work easier to hear. For the companies that are implementing sustainability — and increasing efficiency and lowering costs and more in the process — now you have an opening to stand out and be heard. And this is the work we are here for.