Cracking the Code: Why Most Companies Fail at Sustainability Goals in 2025
- Lee Stewart
- Feb 28
- 2 min read
Updated: Mar 28
Sustainability is front and centre for businesses, but many are still struggling to hit their targets. Despite bold commitments and ambitious goals, the gap between intent and impact remains wide. So, what's going wrong?
Lee Stewart, CEO of ESG Strategy and a leading voice in sustainability, recently shared his insights on the From Startup to Wunderbrand podcast, hosted by Nicholas Kuhne. Here’s what you need to know about why companies are falling short and how to steer clear of the common pitfalls.
Why are companies missing the mark?
Many businesses kick off sustainability initiatives with the best of intentions but struggle to make them stick. According to Lee, the roadblocks typically come down to three key issues:
Sustainability as an Afterthought:
Too often, sustainability is tacked on as add-on rather than woven into the core business strategy. This leads to a lack of direction and missed opportunities for real impact.
Disconnect Between Purpose and Profit:
Businesses find it challenging to link sustainability initiatives to financial outcomes, resulting in a disconnect between sustainability teams and leadership.
Quick Wins Over Long-Term Impact:
In the rush to showcase results, many companies fall into the trap of "SDG washing" superficial actions that look good in reports but fail to deliver meaningful, long-term impact.
Turning challenges into opportunities
In his chat with Nicholas Kuhne, Lee highlighted that the key to nailing sustainability goals is to make them a core part of your business DNA. Here’s how:
Build It in from the Start: Startups and growing companies have a unique advantage they can integrate sustainability into their business model right from the beginning. This ensures it’s not just an add-on but a driver of growth and success.
Link Purpose with Profit: Businesses that successfully achieve their sustainability goals don’t see sustainability and profitability as separate. Instead, they find ways to align both, turning sustainability challenges into competitive advantages.
Go Beyond the Buzzwords: It’s easy to get caught up in sustainability jargon, but real impact comes from action. Lee suggests using his simple strategic framework like his “3Cs of Confidence, Commitment and Consistency” to effectively embed sustainability into your business.
ready to make sustainability a competitive advantage?
Lee Stewart’s insights provide a practical roadmap for businesses looking to turn sustainability from a buzzword into a strategic advantage. Want to learn more?
Check out his full conversation with Nicholas Kuhne on the From Startup to Wunderbrand podcast.
Watch now:
For more practical advice on embedding sustainability into your business strategy, explore our resources or get in touch with us at ESG Strategy.
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