In many sectors, I see the same thing happening: almost all companies communicate that they are sustainable, circular, or CO₂-reducing. This creates an unexpected problem. Not because sustainability has become less important, but because it has become less distinctive.
When multiple solutions are sustainable, the choice automatically shifts to other factors. And that is precisely where the real positioning question often lies.
In brief
- Sustainability has become a baseline expectation in many B2B sectors
- When everyone communicates sustainability, comparability arises
- Differentiation usually occurs outside of the sustainability claim
- Strong messaging links sustainability to functional value
- Specific impact creates preference rather than just appreciation
The shift that many sustainable innovations miss
Ten years ago, sustainability was still a clear differentiating factor. Today, in many sectors, it has simply become the norm.
In construction, the materials industry, energy, and technology, you see that almost every provider emphasizes sustainability. That is positive. However, it also means that sustainability on its own is rarely a decisive reason to choose a specific solution.
What I often see in practice is that innovative companies get stuck in a generic narrative. The product is technically strong and sustainable, but the market does not immediately see why this particular solution is the best choice.
What happens when sustainability is central
Many innovations communicate roughly the same thing:
sustainable alternative
circular material
low CO₂ impact
future-proof solution
All relevant. But for decision-makers, also comparable.
When multiple options are sustainable, the choice shifts to other factors such as price, risk, or reputation. And those are exactly the variables on which you, as an innovative company, often do not want to compete.
Strong positioning goes beyond sustainability
Sustainability is usually an important component of value, but rarely the core of differentiation.
Strong positioning makes three things clear:
what is fundamentally different
for whom that difference is most relevant
what concrete effect that has
Sustainability reinforces that difference. But it does not replace it.
How sustainable innovations actually differentiate
The companies that do differentiate clearly link sustainability to functional impact.
Not just an environmental gain, but a concrete benefit for the user or client.
For example:
faster assembly
lower weight
regulatory advantage
less maintenance
more design freedom
In such cases, sustainability becomes part of a broader value proposition. Not the only argument.
From sustainable claim to strategic difference
The difference becomes clear when you compare these two formulations.
“We make a sustainable building material.”
Or:
“Our facade elements are lighter, which makes assembly faster and reduces foundation load.”
Both can be sustainable. But one positions itself immediately.
That is where messaging makes the difference. It makes it visible why an innovation is chosen.
Practical method: translating sustainability into differentiation
A simple way to do this is by following three steps.
First: identify the real technical difference.
What do you do fundamentally differently than existing solutions?
Next: translate that into a functional effect.
What does that change concretely for the customer?
And finally: make it clear why that is strategically relevant.
Why is this a better choice for the customer?
Sustainability then naturally returns as a reinforcing factor.
Specificity creates credibility
Sustainable claims become stronger when they are made concrete.
Not just: lower CO₂.
But: how much per application.
Not just: circular.
But: how reusable and under what conditions.
Not just: bio-based.
But: which raw material and which supply chain.
Specificity makes an innovation more credible and more distinctive at the same time.
Sustainable positioning that creates preference
The fastest-growing companies rarely position themselves as a “sustainable company.” They position themselves as the best solution for a specific application or as a new standard within their category.
Sustainability is often a logical consequence of their technology. Not the starting point of their positioning.
The strategic shift
For sustainable innovations, I often see that growth occurs when the positioning shifts:
from being sustainable
to being functionally superior
from an ecological argument
to a business advantage
from a generic impact story
to a concrete positioning difference
That is where true market preference is created.
Frequently Asked Questions
Is sustainability no longer a differentiator?
In many sectors, it has become a baseline expectation. Differentiation often arises from other aspects.
Should we communicate sustainability less?
Not less, but more specifically and linked to concrete value.
What actually differentiates sustainable innovations?
Functional benefits derived from the technology.
How do you make sustainable messaging stronger?
By connecting sustainability to a clear benefit for the user
Is sustainability no longer a differentiator?
In many sectors, it has become a baseline expectation. Differentiation often arises from other aspects.
In many sectors, it has become a baseline expectation. Differentiation often arises from other aspects.
Sources
– Porter & Kramer – Creating Shared Value, Harvard Business Review (2011)
– Boston Consulting Group – Winning the Race to Sustainability (2022)
– Journal of Cleaner Production – Sustainability Innovations and Firm Competitiveness
– Change Inc. – Sustainability is more of a hygiene factor (2025)
