10 Biggest Challenges to Adopting Sustainability in Business
- Caterina Sullivan
- Jun 23
- 5 min read
Sustainability has quickly moved from being a 'nice to have' to a critical factor in how businesses operate, compete and grow. Customers, regulators, investors and employees now expect businesses to integrate economic, social and environmental sustainability into their strategy. Yet, while the benefits are clear, such as reduced risk, stronger reputation and new market opportunities, adopting sustainability isn’t without its difficulties.
In this article, we’ll explore the most common business sustainability challenges, unpack why they matter, and provide practical tips on business sustainability to help your organisation move forward. Whether you’re just starting to work out how to write a sustainability strategy or refining an existing plan, understanding these barriers is the first step to overcoming them.
1. The Cost Perception Barrier
One of the most cited challenges to adopting sustainability in business is cost. Many leaders assume that sustainable practices require large investments in new technology, infrastructure or certifications.
The reality: While some sustainability measures do require upfront spending, many generate significant long-term savings. Energy efficiency reduces utility bills, waste reduction lowers disposal costs, and streamlined supply chains improve margins.
Tips on business sustainability:
Start with low-cost initiatives (like energy-efficient lighting or reducing paper use)
Measure cost savings from efficiency gains to build the case for bigger projects
Look for grants, tax incentives or government programs designed to support sustainability upgrades
2. Limited Knowledge and Expertise
Sustainability is a broad and often technical subject. From carbon accounting and circular economy principles to human rights in supply chains, the landscape can feel overwhelming. Small businesses, in particular, may lack in-house expertise.
Why this is a challenge: Without clear guidance, many businesses struggle to prioritise initiatives or fall back on surface-level changes that don’t deliver meaningful results.
Tips on business sustainability:
Engage external consultants for audits or strategy design
Invest in training for leadership and employees
Use free or low-cost tools like carbon footprint calculators or sustainability assessment frameworks
3. Balancing Profit and Purpose
For many businesses, the tension between profitability and sustainability is real. Short-term financial pressures can conflict with long-term sustainability investments.
Why this matters: If sustainability is seen as a cost centre rather than a growth driver, it risks being sidelined during difficult economic periods.
Tips on business sustainability:
Build sustainability into your value proposition (eg. premium pricing for eco-friendly products)
Track how sustainability reduces risk (eg. supply chain resilience, compliance readiness)
Reframe sustainability as a business strategy, not a cost
4. Supply Chain Complexity
A business’ sustainability is only as strong as its supply chain. For many industries, suppliers may not be transparent about environmental or social practices.
The challenge: SMEs often lack leverage to demand changes from larger suppliers, while switching providers can disrupt operations.
Tips on business sustainability:
Start with supplier audits and questionnaires
Prioritise local suppliers where possible to cut transport emissions and boost community impact
Collaborate with suppliers to improve standards rather than replacing them outright
5. Risk of Greenwashing
With growing demand for sustainability, many businesses feel pressure to communicate their efforts. But without careful management, messaging can lead to greenwashing (overstating or misrepresenting achievements).
The risk: greenwashing damages trust and can harm your brand more than silence.
Tips on business sustainability:
Be transparent about what you’ve achieved and what still needs work
Use certifications (like FSC, Fairtrade, or B Corp) to back up claims
Report data clearly and consistently
6. Measuring Impact
One of the most practical business sustainability challenges is figuring out how to measure impact. Without metrics, businesses can’t track progress, prove ROI or demonstrate credibility to stakeholders.
Why this matters: Vague goals like 'becoming greener' are hard to communicate or act on.
Tips on business sustainability:
Identify 3 to 5 key metrics (eg. energy use, waste diversion, employee wellbeing scores)
Set measurable targets and timelines
Report progress regularly to internal and external stakeholders
7. Cultural Resistance
Change is never easy. Employees, leadership or even customers may resist sustainability initiatives, seeing them as unnecessary or disruptive.
Why this is a challenge: Without cultural buy-in, sustainability risks becoming a tick-box exercise rather than a meaningful shift.
Tips on business sustainability:
Involve employees in decision-making to build ownership
Provide training on why sustainability matters and how it benefits them personally
Celebrate and share wins, no matter how small
8. Navigating Regulation
Sustainability regulations are evolving quickly, particularly in areas like climate reporting and modern slavery. Even if your business isn’t directly required to report yet, expectations will filter down through supply chains.
Why this is a challenge: SMEs often lack time or resources to stay across legislative changes.
Tips on business sustainability:
Monitor government announcements and industry associations
Build compliance into your sustainability plan from the start
Aim to exceed minimum standards, positioning yourself as a trusted partner
9. Customer Education
Even the most sustainable products and services require customer understanding. If customers don’t see the value or assume sustainable equals more expensive, they may resist change.
Why this matters: Without effective communication, businesses risk underselling the value of their efforts.
Tips on business sustainability:
Use storytelling to explain the impact of customer choices
Highlight long-term savings or benefits (eg. durability, community impact)
Involve customers in your journey (eg. “Together, we’ve reduced 10 tonnes of waste this year”)
10. Maintaining Momentum
Sustainability is not a project with an end date; it’s an ongoing journey. Many businesses start strong but lose momentum once the 'quick wins' are complete.
Why this is a challenge: Without consistent action, businesses risk stagnation or failing to keep pace with competitors.
Tips on business sustainability:
Embed sustainability into KPIs and business goals
Assign accountability (eg. a sustainability lead or team)
Review and update your sustainability strategy annually
How to Write a Sustainability Strategy that Works
Understanding the challenges is only part of the equation. To overcome them, businesses need a clear plan. Here’s how to write a sustainability strategy that avoids common pitfalls:
Start with values: Anchor your plan in why sustainability matters to your business.
Set priorities: Choose the three to five areas where you can make the biggest impact.
Align with frameworks: Consider ESG reporting, Global Goals or industry benchmarks.
Set measurable targets: Define KPIs, baselines and timeframes.
Engage stakeholders: Include employees, customers and suppliers in the process.
Communicate clearly: Share your progress openly and often.
Stay adaptable: Review regularly and adjust as new opportunities arise.
How to Navigate Challenges in Business Sustainability
While the road to sustainability comes with hurdles, none of these business sustainability challenges are insurmountable. In fact, many of them, including cost, measurement and customer education, can become opportunities when approached strategically.
By applying practical tips on business sustainability, building a culture of buy-in and knowing how to write a sustainability strategy that’s realistic and measurable, you’ll transform sustainability from a challenge into a competitive advantage.
Sustainability isn’t just about protecting the planet. It’s about creating a resilient, future-ready business that balances purpose and profit, and that’s why every business should start the journey today.
Ready for your journey? Contact us today.
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