Establish what customers want from a partner
Ask customers what they expect from a supplier's sustainability commitments, rather than relying on internal assumptions. Combine stakeholder interviews and customer surveys with competitor and desk research to understand both customer priorities and whether an established brand position can credibly accommodate them.
For Yokogawa, the question was whether its Precision Making platform, already adopted internally by employees calling themselves "precision makers", could stretch to encompass sustainability. The work included 24 stakeholder interviews and a global quantitative survey across four markets, alongside competitor and desk research. Customers wanted a partner with its own clear sustainability vision, and the findings indicated that "precision" could carry that meaning.
Listening also means accepting surprising answers and hearing customers' concerns and values, rather than only seeking support for existing business goals. The commercial context matters: Bain & Company reported in 2025 that half of B2B customers across global automotive, packaging, chemicals, machinery, metals, and construction and building products businesses already buy more from their more sustainable suppliers, and nearly 70% plan to accelerate those purchases over the next 3 years.
Sources: Research and insights, Research is how we ask questions, listen and learn