Sustainability as a Magnet Topic: Green Content for Measurable B2B Success

Green Content in B2B Marketing: Strategic Importance and Current Trends 2025

In a business world increasingly shaped by sustainability requirements, Green Content is evolving from an optional niche topic to a strategic imperative for B2B companies. Sustainability is no longer just a trend but a fundamental shift in values that directly impacts your marketing strategy.

Definition and Classification of Green Content

Green Content refers to all marketing materials that authentically communicate sustainability aspects of your company, products, or services. It goes far beyond environmental protection – modern Green Content strategies encompass all ESG dimensions (Environmental, Social, Governance).

According to a recent Boston Consulting Group study (2024), 78% of leading B2B companies are already investing specifically in the development of sustainability-related content – an increase of 23% compared to 2022. This shift reflects the growing recognition that green topics not only serve image cultivation but can deliver measurable business results.

Sustainability Communication as a Differentiating Factor

In saturated B2B markets, where products and services often appear interchangeable, Green Content offers enormous differentiation potential. The Sustainability Perception Index 2025 by Edelman shows that 67% of B2B decision-makers prefer providers with the most convincing sustainability profile when offers are otherwise equivalent.

Medium-sized companies can particularly excel here: Unlike corporations with their often generalized CSR reports, you can address precise, industry-specific sustainability topics and thus communicate more relevantly to your target audience.

Status Quo of Green Content in the B2B Sector

The Content Marketing Institute Benchmark Study 2025 reveals an interesting trend: While 83% of B2B companies identify sustainability as an important topic, only 41% strategically implement this potential in their content planning. This opens up a significant opportunity gap, which offers chances especially for agile medium-sized companies.

Leading B2B brands no longer integrate sustainability topics as an isolated “green corner” but as a central component of their marketing communication. This manifests in:

• Integration of sustainability aspects in product and service descriptions
• Development of thought leadership on sustainable transformation
• Systematic building of expertise content on industry-specific sustainability topics
• Transparent communication of sustainability goals and progress

A crucial difference from the B2C sector: In B2B marketing, in-depth, data-based, and solution-oriented content is critical for success. Instead of emotional appeals, concrete evidence of how your sustainable solutions can improve your customers’ business performance is what convinces here.

Data and Facts: The Influence of Sustainability on B2B Purchasing Decisions

To use Green Content strategically, you need to understand how sustainability aspects actually influence B2B purchasing decisions. The current data paints a clear picture: Sustainability has long evolved from a “nice-to-have” to a decisive differentiating factor.

Current Study Results on the Relevance of Sustainability in B2B

The B2B Sustainability Insights study by McKinsey (2025) provides remarkable findings:

• 73% of B2B buyers consider sustainability criteria when selecting suppliers (compared to 47% in 2021)
• 62% of companies are willing to pay a premium price of up to 12% for demonstrably more sustainable products
• 84% of B2B decision-makers demand concrete evidence for sustainability claims from providers
• 59% of purchasing departments have integrated formal sustainability criteria into their evaluation matrices

Particularly interesting: The B2B Green Purchasing Report 2025 by Forrester Research shows that the average research phase for sustainability-relevant B2B products is 23% longer than for conventional alternatives. This underscores the necessity of providing high-quality Green Content throughout the entire customer journey.

Industry Differences in Sustainability Assessment

The relevance of sustainability topics varies significantly across different B2B industries:

Source: Sustainability Impact Assessment 2025, Deloitte

These industry-specific differences highlight the need to precisely align your Green Content with the priorities of your target industry, rather than communicating generic sustainability messages.

From Awareness Factor to Purchase Criterion

Adobe’s Buyer Journey Analytics (2025) show how sustainability influences the B2B decision-making process:

• Awareness Phase: 72% of B2B decision-makers actively research providers with sustainability expertise
• Consideration Phase: 68% of potential customers look for concrete sustainability evidence and metrics
• Decision Phase: 52% list sustainability aspects among their top 5 decision criteria
• Post-Purchase: 47% regularly evaluate suppliers based on sustainability performance

Particularly revealing: In Gartner’s B2B Customer Experience Analysis (2025), 71% of companies state that a provider’s perceived sustainability competence directly influences their loyalty and willingness to recommend.

This data confirms: Sustainability is no longer an isolated image factor but an integral component of purchasing decisions in the B2B sector. For your content strategy, this means treating Green Content not as an “add-on” but strategically integrating it into your entire customer journey.

Challenges and Risks in Green Content Marketing

Green Content offers enormous opportunities – but also involves specific risks. A conscious approach to these challenges is crucial for the success of your sustainability communication.

Recognizing and Avoiding Greenwashing

Greenwashing – the exaggerated or misleading representation of your own sustainability performance – is the number one credibility killer. The European Green Claims Directive, in effect since 2024, has significantly tightened the legal requirements for sustainability claims.

The consequences of greenwashing can be severe. According to a study by the Reputation Institute (2025), companies criticized for misleading sustainability representations suffer an average reputation loss of 27 points – which directly impacts customer loyalty and revenue.

To avoid greenwashing, you should observe the following principles:

• Support all sustainability claims with verifiable data and facts
• Avoid vague formulations like “environmentally friendly” or “sustainable” without concrete evidence
• Communicate transparently about challenges and development potential
• Place your sustainability achievements in an appropriate context
• Have your sustainability information verified by independent third parties

The Balance Between Credibility and Marketing Impact

A central challenge in Green Content marketing is balancing authentic sustainability communication with effective marketing impact. Communication that is too sober and data-driven will hardly be noticed – while overly emotional, marketing-oriented presentations risk losing credibility.

Edelman’s B2B Content Credibility Index 2025 shows: The most convincing Green Content strategies combine factual substance with appealing communication. Specifically, this means:

• Embedding sound sustainability data in vivid stories and application examples
• Making complex sustainability achievements accessible through visualizations and infographics
• Presenting concrete examples and case studies instead of abstract claims
• Including external validation through certifications, awards, and customer references

Legal and Regulatory Framework

The regulatory framework for sustainability communication has changed dramatically since 2023. The following developments are particularly relevant for your Green Content strategy:

Corporate Sustainability Reporting Directive (CSRD): Since 2024/25, significantly more companies must report in detail on sustainability aspects – with implications for the entire supply chain. This creates transparency pressure on one hand, but also new content opportunities to communicate compliance advantages.

Green Claims Directive: Since 2024, this EU regulation requires scientifically verifiable, precise, and transparent sustainability claims. Violations can be penalized with fines of up to 4% of annual revenue. Your Green Content must consistently meet these requirements.

Sustainable Finance Disclosure Regulation (SFDR): Financial companies must transparently communicate sustainability risks – with indirect implications for B2B suppliers who need to provide relevant ESG data.

A PwC study (2025) shows that 62% of medium-sized companies consider the new compliance requirements for sustainability communication “challenging” or “very challenging.” At the same time, this offers an opportunity to gain a competitive advantage through legally compliant Green Content strategies.

“The regulatory requirements for sustainability communication create a new quality standard. Companies that adopt substantial and compliant Green Content strategies early on secure a sustainable competitive advantage.” – European Business & Sustainability Report 2025

Strategy Development: Systematically Building and Positioning Green Content

A successful Green Content strategy doesn’t happen by accident but through systematic planning and strategic integration into your overall marketing and corporate communication. Especially for medium-sized B2B companies, a structured approach is crucial to achieve maximum impact with limited resources.

The Green Content Roadmap: From Current State to Target Positioning

The first step of an effective Green Content strategy is an honest inventory. The Content Marketing Institute Sustainability Survey 2025 shows that 76% of successful Green Content strategies begin with a thorough analysis of the initial situation.

An effective Green Content Roadmap includes these core elements:

1. Sustainability Audit: Recording all existing sustainability activities, data, and communication measures
2. Gap Analysis: Identifying gaps between current state and industry standards/best practices
3. Competitive Analysis: Systematic examination of sustainability communication from relevant competitors
4. Stakeholder Mapping: Identification of the most important internal and external stakeholders and their information needs
5. Goal Definition: Setting concrete, measurable goals for your Green Content strategy
6. Action Planning: Development of a structured content plan with topics, formats, and schedule
7. Resource Planning: Realistic assessment of the required human and financial resources

The “B2B Sustainable Communication” study (Sustainable Brands Forum, 2025) shows that companies with a documented Green Content Roadmap achieve on average a 31% higher engagement rate and 27% more qualified leads through their sustainability communication.

Identifying Core Messages and Topic Areas

Not all sustainability topics are equally relevant to your target audience. The art is to identify those topic areas that both match your actual sustainability achievements and resonate with your B2B target groups.

Use the following sustainability topic matrix to set your priorities:

The identified core topics should then be translated into concrete content ideas. The “Sustainable Content Mapping” concept helps here, planning relevant content for each topic along the customer journey:

• Awareness: Educational content about sustainability challenges in the industry
• Consideration: Comparative content on sustainable vs. conventional solutions
• Decision: Concrete evidence of your sustainability performance (certificates, calculations, case studies)
• Retention: Progress reports, impact analyses, joint sustainability initiatives

Integrating Green Content into the Overall Strategy

The biggest mistake many companies make is treating Green Content as an isolated “eco-topic.” Successful sustainability communication seamlessly integrates green aspects into the existing marketing strategy and all communication channels.

The B2B Marketing Benchmark Report 2025 shows: Companies that integrate sustainability aspects into their entire communication achieve a 42% higher conversion rate than those with isolated “sustainability corners” on their website.

Concrete integration approaches include:

• Incorporating relevant sustainability aspects into all product descriptions
• Integrating sustainability KPIs into case studies and success stories
• Including sustainability topics in regular newsletters and updates
• Training all content creators on relevant sustainability aspects
• Considering sustainability topics in the SEO strategy
• Developing a consistent sustainability narrative for all communication channels

The Revenue Growth Strategy of the Brixon Group provides a valuable framework here: Sustainability is not viewed as an isolated topic but as an integral part of the “Attract, Engage, Delight” cycle. Thus, Green Content becomes a systematic building block of a holistic growth strategy.

Content Formats and Channels for Effective Sustainability Communication

Effective communication of sustainability topics requires a well-thought-out format and channel strategy. In the B2B sector, it’s crucial to find the right balance between depth of information and appealing presentation.

Format Matrix: Which Content for Which Target Group?

The B2B Content Preference Survey 2025 shows clear differences in format preferences among different stakeholder groups for sustainability topics:

Particularly successful are content formats that make complex sustainability topics accessible while providing the necessary depth of information:

• Interactive Assessment Tools: Online tools for calculating savings potential or CO₂ reductions increase engagement by an average of 37% (Content Interaction Report 2025)
• Visual Data Stories: Data visualizations and infographics on sustainability performance are shared 3.2× more often than pure text content
• Micro-Documentaries: Short, professional video documentations (3-5 minutes) on specific sustainability projects achieve 67% higher engagement rates than comparable text formats
• Expert Webinars: Live webinars with industry and sustainability experts generate an average of 29% more qualified leads than static content formats

Channel Strategy for Sustainability-Related Content

Choosing the right channels is crucial for the effectiveness of your Green Content. Forrester’s B2B Channel Preference Study 2025 shows the following trends for sustainability-related B2B content:

• LinkedIn: With a 78% relevance rating, the most important channel for B2B sustainability communication, particularly suitable for thought leadership and case studies
• Industry-Specific Platforms: Industry portals and communities are valued by 67% of B2B decision-makers as trustworthy sources for sustainability information
• Newsletters: Regular, focused email updates on sustainability topics achieve above-average open and click rates of 23% and 4.2% respectively
• Corporate Blog: Essential as a central content hub for in-depth sustainability topics, especially when gaining visibility in search results through SEO-optimized content
• YouTube: With 64% usage among technical decision-makers, an increasingly important channel for visual sustainability communication in the B2B sector
• Podcasts: Expert interviews and panel discussions on sustainability topics are mentioned by 47% of B2B decision-makers as valuable sources of information

Orchestrated multi-channel communication is decisive: The Content Distribution Effectiveness Analysis 2025 shows that cross-media Green Content campaigns achieve a 3.7× higher conversion rate than isolated individual measures.

Storytelling Techniques for Sustainable Topics

Sustainability is not a purely rational topic – successful Green Content combines facts with emotional elements. Particularly effective storytelling techniques for B2B decision-makers are:

1. Problem-Solution-Impact Narrative: Structuring case studies according to the scheme “challenge – sustainable solution – measurable results”
2. Data-Driven Storytelling: Embedding precise data and metrics in a convincing narrative context
3. Journey Stories: Depicting your own sustainability transformation with transparent communication of successes and challenges
4. Expert Voices: Integrating statements from internal and external experts to strengthen credibility
5. Future Scenarios: Developing well-founded future scenarios that illustrate the long-term advantages of sustainable solutions

According to the Business Storytelling Report 2025, narrative elements increase the retention rate of sustainability information by 22% and the willingness for further activation (contact requests, information requests) by 35%.

“In B2B sustainability communication, the winner is not the one who most loudly proclaims their green credentials, but the one who most convincingly translates their substantial achievements into relevant customer benefits.” – B2B Sustainable Marketing Report 2025

The Brixon Reach Strategy offers a proven approach here: The focus is on the systematic orchestration of various content formats and channels to effectively convey your sustainability messages to relevant decision-makers – and thus achieve measurable business results.

Measurability and KPIs: Demonstrating the Success of Green Content

Especially in the B2B sector, the principle applies: What isn’t measured can’t be managed. This principle is particularly applicable to Green Content strategies. Only with systematic performance measurement can you demonstrate the effectiveness of your sustainability communication and continuously optimize it.

Relevant Metrics for Green Content in B2B

The B2B Content Marketing Metrics Study 2025 shows that successful companies evaluate their Green Content strategies using a differentiated set of metrics. Performance indicators are captured at four levels:

1. Reach & Visibility:
   • Organic traffic for sustainability-related keywords (growth rate, ranking positions)
   • Share of voice in sustainability topics (compared to competition)
   • Visibility in relevant sustainability discourses (mentions, citations)
   • Distribution reach in specialized trade media and platforms
2. Engagement & Interaction:
   • Engagement rate by content type and channel (dwell time, scroll depth, interactions)
   • Content consumption metrics (downloads, video views, webinar participations)
   • Social sharing and amplification of sustainability content
   • Active participation (comments, discussion contributions, feedback)
3. Lead Generation & Conversion:
   • Conversion rates of Green Content compared to conventional content
   • Sustainability-specific lead qualification (ESG interest score)
   • Influence of sustainability content on the sales cycle (shortening/extension)
   • Attribution of leads to specific Green Content formats and topics
4. Business Impact & Reputation:
   • Influence on sustainability assessments and ratings
   • Contribution to new customer acquisition and customer retention
   • Effects on pricing and margin development
   • Sustainability reputation score (measurable through specialized analysis tools)

Successful companies define specific KPIs with measurable target values for each of these levels. The B2B Marketing Benchmark Study 2025 shows that companies measuring their Green Content performance using such a multi-dimensional KPI system achieve a 41% higher ROI assessment for their sustainability communication.

Tracking Methods and Attribution Models

Measuring the effectiveness of Green Content requires specialized tracking approaches. Especially in the B2B sector with typically long and complex decision-making processes, a differentiated attribution model is crucial.

The Advanced B2B Attribution Study 2025 recommends the following tracking methods specifically for sustainability content:

• Content Tagging: Systematic categorization of all content by sustainability topics and aspects
• Sustainability Interest Scoring: Development of a scoring system for lead sustainability interest based on content interactions
• Multi-Touch Attribution: Consideration of all touchpoints with sustainability content along the customer journey
• Engagement-based Attribution: Weighting of interactions by intensity and relevance (e.g., higher weighting for deeper engagement with ESG reports)
• Time-Decay Models: Consideration of the temporal dimension when evaluating sustainability content in the sales funnel

Particularly insightful is the combination of quantitative tracking data with qualitative feedback elements. The B2B Content Impact Analysis 2025 shows that 67% of successful companies systematically record the role sustainability information plays in customer conversations and decision-making processes.

ROI Calculation and Performance Measurement

Calculating the return on investment for Green Content strategies remains a challenge but is certainly possible with the right methods. The Sustainable Marketing ROI Study 2025 identifies these approaches for performance evaluation:

1. Comparative Performance Analysis: Direct comparison of performance metrics (conversion rates, lead quality, closing rates) between sustainability-related and conventional content
2. Incremental Value Calculation: Measuring the added value generated by sustainability aspects in decision-making processes (e.g., through targeted customer feedback)
3. Cost Avoidance Evaluation: Evaluating costs avoided through proactive sustainability communication (e.g., reputational damage, compliance problems)
4. Competitive Advantage Quantification: Analyzing the competitive advantage through sustainability positioning (e.g., higher win rates in tenders with ESG criteria)

A particularly interesting aspect is the long-term effect of Green Content: The B2B Loyalty Analysis 2025 shows that consistent and substantial sustainability communication increases customer retention rates by an average of 23% and enhances customer lifetime value by up to 31% in sustainability-sensitive industries.

The Revenue Growth Strategy of the Brixon Group provides a valuable framework here: Through the systematic integration of sustainability aspects into all phases of the “Attract, Engage, Delight” cycle, Green Content is not viewed as an isolated image component but as an integral part of a data-driven growth strategy.

Source: B2B Content Marketing Benchmark Report 2025, Content Marketing Institute

Best Practices: Successful Green Content Strategies in B2B

The analysis of successful Green Content strategies in the B2B sector reveals valuable insights that you can apply to your own sustainability communication. Particularly instructive are concrete case examples showing how companies of different sizes and industries have successfully integrated sustainability topics into their content strategy.

Case Studies from Various B2B Industries

Example 1: Medium-sized Mechanical Engineering Company (Germany)

A manufacturer of specialized machines for the food industry completely realigned its sustainability communication. Instead of isolated “green” projects, the company systematically integrated energy efficiency data into all product communication. Core elements of the strategy:

• Development of an interactive energy ROI calculator that transparently shows customers the amortization period for energy-efficient machines
• Creation of a webinar series bringing together product managers and customers to share best practices in energy efficiency
• Production of micro-documentaries making the development process of energy-efficient components transparent
• Integration of energy KPIs into all case studies and reference reports

Results: 47% more qualified leads, 23% higher conversion rate, 31% shorter decision cycles for energy efficiency-oriented customers.

Example 2: B2B Software Provider (Netherlands)

A supply chain management software provider developed a comprehensive content strategy on “Sustainable Supply Chain.” Instead of general sustainability promises, the communication focused on concrete data and metrics:

• Development of a “Sustainability Impact Assessment” tool that calculated potential CO₂ and resource savings through optimized logistics
• Creation of a scientifically based whitepaper series in collaboration with research institutes
• Building a database with industry-specific benchmarks and best practices
• Conducting quarterly webinars with sustainability experts and customers

Results: 67% increase in marketing qualified leads, 42% higher share of voice for relevant keywords, 38% increased conversion rate in the enterprise segment.

Example 3: Industrial Coatings (USA)

A provider of industrial coating solutions developed a content strategy that made the entire lifecycle of its products transparent:

• Creation of an interactive “Product Lifecycle Assessment” for all main product lines
• Development of a “Beyond Compliance” content series documenting performance beyond regulatory minimum requirements
• Production of technical deep dives with experts on specific sustainability aspects
• Establishment of a customer advisory board for sustainable innovations, whose findings were published in regular reports

Results: 53% increase in RFPs with sustainability criteria, 29% higher win rate, 41% more traffic through organic search for sustainability-related keywords.

Success Factors and Learnings

The analysis of these and other successful examples reveals common success factors, summarized in the B2B Sustainable Content Analysis 2025:

1. Data-Based Approach: The most convincing Green Content strategies are based on precise, verifiable data rather than vague claims
2. Problem-Solving Orientation: Focus on concrete sustainability challenges of customers instead of general environmental topics
3. Systematic Integration: Embedding sustainability aspects in all relevant content formats instead of isolated “green campaigns”
4. Expert Validation: Involving independent subject experts to strengthen credibility
5. Quantified Benefits: Clear presentation of the business value of sustainable solutions (ROI, TCO, risk reduction)
6. Transparent Communication: Open handling of challenges and development potential
7. Continuous Development: Regular updating and expansion of sustainability content

Particularly successful are companies that understand their Green Content not as a marketing add-on but as an integral part of their business strategy. The B2B Sustainability Communication Excellence Study 2025 shows that companies with this integrated approach achieve a 43% higher conversion rate and 37% better lead quality than those with isolated “eco-marketing.”

Transferable Insights for Medium-Sized Companies

Not every company has the resources for comprehensive sustainability campaigns. The good news: The B2B SME Sustainability Study 2025 shows that medium-sized companies in particular can achieve above-average results with focused Green Content strategies.

Concrete recommendations for medium-sized B2B companies:

1. Focus Instead of Dispersion: Concentrate on 2-3 core topics where you actually possess sustainability expertise
2. Authenticity Before Perfection: Transparent communication of your sustainability journey, including challenges
3. Utilizing Existing Data: Systematic preparation of already available sustainability data (e.g., energy efficiency metrics, material savings)
4. Collaborative Content: Cooperation with customers, suppliers, or industry associations to jointly create high-quality content
5. Focus on Concrete Customer Needs: Aligning sustainability communication with specific challenges of your target customers
6. Effective Channel Management: Concentration on a few, but relevant channels instead of broad distribution

Particularly important for medium-sized companies: The integration of Green Content into the Revenue Growth Blueprint, as offered by the Brixon Group. By systematically incorporating sustainability topics into all phases of the customer acquisition and retention process, measurable results can be achieved even with limited resources.

“The decisive success factor for Green Content in the B2B mid-market is not a maximum budget, but the intelligent linking of authentic sustainability performance with concrete customer benefits – systematically implemented and consistently measured.” – Sustainable B2B Marketing Report 2025

Future Perspectives: Green Content as a Long-Term Competitive Advantage

The development of Green Content in B2B marketing is far from complete – on the contrary: Technological innovations, changing customer expectations, and regulatory developments continually create new requirements and possibilities. For future-oriented companies, it’s important to recognize these trends early and use them strategically.

Emerging Trends in Sustainability Communication

The B2B Communication Future Trends Study 2025 identifies the following development lines for the next 2-3 years:

1. Hyper-Personalization of Sustainability Content: Increasing alignment of Green Content to specific industries, company sizes, and even individual company goals
2. Real-Time Sustainability Reporting: Real-time dashboards and continuous updates instead of static annual reports
3. Collaborative Sustainability Content: Co-creation of content with customers, suppliers, and other stakeholders
4. Micro-Credential Systems: Verifiable, granular evidence of specific sustainability achievements
5. Immersive Sustainability Experiences: Use of AR/VR for vivid representation of sustainability impacts and potentials
6. Supply Chain Transparency Solutions: Tools and platforms that make sustainability data transparent along the entire value chain

Particularly relevant for B2B companies: The increasing integration of sustainability aspects into industry-specific professional discourses. Green Content is less and less treated as a separate “eco-topic” but as a self-evident component of professional excellence.

The B2B Content Evolution Study 2025 predicts that by 2027, about 78% of all B2B professional content will systematically integrate sustainability aspects – compared to 42% in 2023. This development underscores the necessity of building sustainability competence as an integral part of your professional positioning.

The Role of AI and Data in Green Content Strategy

Artificial intelligence and advanced data analysis are transforming the development and optimization of Green Content. The AI in Sustainable Marketing Report 2025 identifies the following key applications:

• Predictive Sustainability Analytics: AI-based prediction of trends and information needs in the sustainability sector
• Automated ESG Data Integration: Automated integration of current sustainability data into content assets
• Personalized Green Content Journeys: AI-driven adaptation of sustainability content to individual interests and information needs
• Sustainability Content Effectiveness Prediction: Algorithm-based assessment of the anticipated effectiveness of Green Content formats
• Carbon Impact Visualization: Automated visualization of complex sustainability data for different target groups

Particularly promising is the connection of IoT technologies with content strategies: The integration of real-time data from networked products and systems enables a completely new dimension of sustainability communication. The IoT & Sustainable Marketing Report 2025 shows that companies integrating real-time data into their Green Content strategy achieve a 53% higher credibility rating.

Preparing for Future Requirements

To benefit long-term from Green Content as a competitive advantage, B2B companies should set strategic course today. The B2B Sustainability Readiness Study 2025 recommends the following preparatory measures:

1. Building Systematic Data Collection: Development of processes for continuous collection and validation of relevant sustainability data
2. Competence Development: Training marketing and communication teams on sustainability topics and their proper communication
3. Cross-Functional Collaboration: Establishing regular exchange formats between sustainability, product, and marketing teams
4. Stakeholder Engagement: Systematic involvement of customers and partners in the development of sustainability goals and communication
5. Content Infrastructure: Building modular content architectures that allow quick adaptations to new requirements
6. Regulatory Intelligence: Continuous monitoring of regulatory developments in the field of sustainability communication

Particularly important: The integration of sustainability competence into the Revenue Growth Blueprint, as implemented by the Brixon Group. Only when sustainability topics are systematically integrated into all phases of the customer acquisition and retention process can a sustainable competitive advantage emerge.

The Future of B2B Marketing Study 2025 predicts: By 2028, sustainability competence will be a central selection criterion for 73% of B2B decision-makers when choosing suppliers. Companies that invest today in the systematic development of Green Content secure a strategic advantage in this fundamental transformation process.

“The decisive change in B2B sustainability communication is that Green Content is evolving from a primarily reputation-oriented function to a business-critical one. Companies that master this transformation achieve not only image benefits but measurable business success.” – B2B Marketing Future Trends Report 2025

FAQ: Key Questions about Green Content in B2B Marketing