Content
This volume is the first part of a three-part publication series that takes a comprehensive look at the role of sustainability in sales. The basis of the study is a descriptive analysis, whose underlying methodology and sample are described in detail in the methodology section.
This first part examines the strategic relevance of sustainability for sales success. First, the current anchoring of sustainability in sales is recorded, including the perception and strategic importance of the topic. In particular, the role of ESG criteria and the 17 Sustainable Development Goals (SDGs) are taken into account.
One focus is on the relevance of sustainability at the interface with the customer: What sustainability information do customers expect? How relevant is this information for sales success?
To analyze the most important drivers of sustainable sales, there is an excursion into legal requirements such as the EU taxonomy and monetary incentives to promote environmental and social sustainability. Sustainability management and the three pillars of sustainability (ecological, social and economic sustainability) are also examined in more detail.
Finally, a comparison is made of central KPIs of companies that play a leading role in the market in terms of sustainability (sustainability leaders) with companies that are more hesitant to tackle the issue (sustainability laggards). The analysis illustrates the current strategic priority of sustainability in sales, which sustainable sales practices have been implemented and what impact these have on the company's success.