Reframing Sustainability

With global conflict increasing and a more transactional political landscape emerging, there is a growing sense of isolationism, friction and a hard-line on commercial deal-making. These new pressures have emerged rapidly, often in conflict with one another, and they are all impacting the way we talk about sustainability programmes and our ability to accelerate investment.

It is time to reframe the conversation. This report – backed by new research with 200 senior decision makers and in-depth interviews with sustainability leaders – considers the challenges in more detail and explores practical ways to help you reframe the sustainability conversation.

Too often, sustainability programmes have been presented as a trade-off against commercial opportunity and growth. In some cases, a short-term focus on basic compliance with regulatory demands has overshadowed the strategic advantages which sustainability can bring. Forward-looking organisations are reframing sustainability as a driver of innovation, growth, resilience and competitive advantage.

Against a backdrop of increasing cost pressures, disruptive tech and an evolving policy landscape, sustainability strategies need to both protect and create long-term stakeholder value. From AI-enabled decarbonisation to bold new business models, the opportunities are real but need work to build out.

Critically, many business leaders recognise the benefits of more sustainable business models and services. Our research tells us that 97% of businesses believe it’s important to transition to more sustainable operating models, with 95% already investing resources and capital into sustainability initiatives.

Source:

https://assets.kpmg.com/content/dam/kpmgsites/uk/pdf/2025/06/reframing-sustainability.pdf