Sustainability is no longer the shiny new object in boardrooms. The buzz has quieted. Political agendas have muddied the waters. And many companies are quietly backpedalling on ambitious commitments made only a few years ago.
But this isn’t the end of sustainability, it’s just the end of the hype phase.
We’re entering a period where sustainability must prove its value not in slogans, but in business logic. This shift is a good thing. It forces organisations to clarify, simplify, and align their sustainability strategies with core business goals. Those who do this well will gain an edge. Those who abandon the effort will find themselves exposed to the same stakeholder scrutiny, regulatory risks, and supply chain pressures that haven’t gone away—they’ve simply become more sophisticated.
The Anti-Hype Phase: What’s Really Happening
From watered-down climate targets to delayed regulatory action, the momentum we saw around ESG just a few years ago is slowing—at least on the surface. What we’re witnessing is not a rejection of sustainability, but a recalibration. The early rush to act—driven by fear of falling behind or appearing indifferent—has now been replaced by questions:
What are we doing? Why? What’s the ROI?
This questioning is healthy. But the danger lies in equating uncertainty with an excuse to do nothing. In reality, stakeholder expectations haven’t disappeared. Regulators are still moving, if not faster, then more deliberately. Customers, investors, and employees are still watching. And the climate, biodiversity, and equity challenges that drove ESG to the top of the agenda have not been resolved.
The Smart Move
Tie business sustainability to business logic. Now is the time for companies to tighten the connection between sustainability and business outcomes. That means:
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Focus on material issues
Don’t try to report on everything. Understand what matters most to your business, your stakeholders, and your long-term value. -
Build internal clarity
Create simple, consistent narratives that link ESG priorities to operational, financial, and reputational performance. -
Get your data in order
Even without mandatory reporting, credible data builds trust. Start small, but structure it well. -
Think like a CFO, not just a CSO
Frame sustainability in the language of cost, risk, opportunity, and innovation. -
Use the slow-down to your advantage
While others stall, this is your opportunity to clean up the chaos, strengthen your ESG governance, and align sustainability efforts with strategic planning.
Don’t Abandon. Refocus.
It’s easy to assume that less media attention or political support signals a retreat. But the smarter view is this: we’ve entered the part of the curve where those who move with intent—not noise—will lead.
There is no business case for doing nothing. But there is a compelling case for doing less, better—and tying sustainability firmly to the logic of your business model.
Because when the noise dies down, what remains are the companies who moved with clarity.
Need help turning sustainability into a strategic advantage?
We work with organisations to streamline ESG reporting, align with regulatory shifts, and build frameworks that support real business outcomes.
Get in touch via [email protected] or book a chat today: https://meetings-eu1.hubspot.com/sophie-webb/esg-discovery-meeting-30-minutes