For many SMEs, the challenge isn’t deciding that sustainability matters, it’s making it stick. Strategies, targets, and ambitions are one thing. Getting the whole business behind them is another.
The truth is that change doesn’t happen through ambition alone. It happens through clarity and accountability.
So, if you’re struggling to secure buy-in across your organisation, here’s where to start.
- Make it simple and relevant
One of the biggest barriers to sustainability buy-in is language. Terms like net zero, carbon neutral, and scope 3 emissions can feel abstract or intimidating, especially to teams outside of sustainability or finance.
Instead of overwhelming people with technical jargon, focus on making sustainability practical and relevant. For example:
- Talk about energy costs saved, not just kilowatt hours.
- Explain how efficiency improves resilience, not just compliance.
- Connect sustainability targets to the day-to-day decisions employees already make.
As John Swallow, our Managing Director, puts it:
“Sustainability isn’t about turning every employee into a carbon expert. It’s about giving people the right context and confidence to make better choices in their everyday role.”
- Link sustainability to business priorities
For most SMEs, time and resources are stretched. That’s why sustainability efforts often fall flat, they’re seen as “another thing to do,” rather than something that supports growth or resilience.
To shift the narrative, show how sustainability aligns with existing business priorities:
- Cost savings – Efficiency projects identified through carbon reporting can reduce energy bills immediately.
- Customer expectations – More supply chains are requiring carbon data from SMEs. Being prepared helps win and retain contracts.
- Talent attraction – Younger employees increasingly expect employers to take sustainability seriously.
- Risk management – Energy price volatility and tightening regulations make a strong sustainability strategy a buffer against uncertainty.
When leaders and teams see the business case clearly, support follows.
- Set realistic, accountable goals
Grand commitments, like being “net zero by 2030”, can motivate, but they can also backfire if they feel unrealistic or vague.
SMEs often get more traction by setting smaller, concrete, and accountable goals that demonstrate progress. For example:
- Reducing electricity use by 10% over 12 months.
- Switching to renewable tariffs by the end of the year.
- Conducting a carbon footprint assessment across all operations.
Each of these creates momentum and credibility. As employees see progress, they’re more likely to engage with bigger, long-term targets.
- Empower people, don’t overwhelm them
Buy-in grows when employees feel they have a role to play. That doesn’t mean burdening them with extra tasks but equipping them with the knowledge and tools to make small changes.
Consider:
- Running carbon awareness training to give teams the right language and context.
- Encouraging ideas from the ground up, like energy-saving suggestions.
- Recognising and celebrating sustainability wins, however small.
Culture shifts happen when people see themselves as part of the solution.
- Lead from the top
Finally, buy-in relies on visible leadership. If directors treat sustainability as an afterthought, teams will too. But if leaders actively champion it, linking sustainability to strategy, celebrating progress, and making it a board-level priority, it sets the tone across the whole organisation.
As John Swallow says:
“When sustainability is framed as both a business opportunity and a responsibility, that’s when it really sticks. It’s about turning ambition into action that makes sense commercially and culturally.”
The takeaway
If sustainability feels like a struggle in your SME, don’t assume it’s because people don’t care. Often, it’s because the vision isn’t clear enough, relevant enough, or practical enough to act on.
Start with clarity. Build accountability. Connect the dots between sustainability and everyday business priorities.
That’s how you move from ambition to action and make sustainability stick.
If you’re looking to find out more about how you can utilise sustainability practises within your SME, get in touch with our expert team:
Tel: 0113 467 7650
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