Environmental sustainability can feel like a threat or an opportunity. In this video, you explore the real drivers behind corporate sustainability, from values and shareholder pressure to customer willingness to pay, and gain insight into the gap between what customers promise and what they actually pay.

What the video explores
This video explores what drives companies toward environmental sustainability, and whether they see it as a threat or an opportunity. It highlights how living company values, more than isolated initiatives, is becoming the key factor shaping sustainability efforts across industries.

Why this matters
The speaker unpacks the underlying drivers, from shareholder pressure and customer expectations to the belief that sustainability still provides competitive advantage. You learn how these forces push organisations to integrate environmental concerns into strategy and culture instead of treating them as separate compliance topics.

How companies can respond
Finally, the video shares survey insights showing customers say they will pay 5 to 20 percent more for sustainable products, yet in reality pay closer to 5 to 10 percent. You gain a nuanced view of this gap and what it means for pricing, value creation and communication.