Business priorities and sustainability goals belong in one brief
A sustainability campaign brief should bring commercial priorities, sustainability ambitions and customer relevance together, rather than treating sustainability as a separate communications exercise. Start with what the business is trying to achieve, connect that to its sustainability goals, and explain why the work matters to customers. Commitments alone leave out the challenging work involved in meeting ambitious targets.
Customer relevance also needs a practical explanation. Bain & Company reported in 2025 that, across global B2B automotive, packaging, chemicals, machinery, metals, and construction and building products businesses, 59% of suppliers believe their salesforce does not understand how their sustainable products outperform conventional options on carbon and associated customer economics.
The campaign therefore needs more than a polished account of intentions. Give customers a clear account of the action behind the goals and how sustainability connects to the business and its offer.
Sources: Credibility in ESG Means Showing Your Work, Building resilient businesses