Building a Sustainability Strategy Around Customers

Mar 31, 2026 · 32 min

For sustainability to be a core part of your business model, you might need to rethink how and why you incorporate sustainable policies and products. That's according to IMD Business School professor Goutam Challagalla, who explains that many customers don't want to pay a premium for sustainability. Instead, he argues that good intentions around sustainability can often lead to weak strategy and w…