You don’t always know when you’ve missed out. There’s no polite rejection email, no second-stage interview. Just a tender that never made its way to you – because someone else looked like a safer pair of hands.
That’s frustrating… you’ve got the intent, maybe even the plan. But when buyers scan your website or credentials and there’s no clear signal that you’re serious about sustainability – that silence can speak volumes.
In competitive procurement, the absence of visible commitments can be enough to take you out of the running before the process even starts.
What (many) buyers are looking for
Procurement has changed. Buyers – especially in the public sector and larger corporates – aren’t just looking at price and capability. They’re screening for alignment. That means suppliers who can show a credible commitment to Net Zero, social value and ethical practices.
In tenders, this can show up as scoring frameworks, minimum requirements, or pre-qualification criteria. But increasingly, it starts well before that – with desktop research. Buyers will look at your website, credentials, and messaging. If sustainability doesn’t show up there, you risk being seen as behind the curve.
This isn’t about greenwashing or grand gestures. It’s about trust – and giving decision-makers confidence that you’re a low-risk, values-aligned partner.
The marketing gap
For many businesses, the real issue isn’t a lack of commitment – it’s a lack of visibility. The sustainability work might be happening behind the scenes: operational changes, supply chain improvements, Net Zero planning. But if marketing isn’t involved, that progress rarely gets seen.
Buyers can’t assess what they can’t see. If your website says little about sustainability, your credentials look thin and your messaging is vague – it’s easy to assume the worst and move on.
This is where marketing plays a strategic role. Not to spin or overstate, but to join the dots. To make sure what’s happening inside the business is clearly, credibly, and confidently communicated to the outside world – especially to the people making decisions about whether to work with you.
Know the standards – and what they signal
Procurement teams don’t always have time to dig deep. They look for signals – familiar frameworks, recognisable standards, and credible language that shows you’re aligned with their priorities. That’s why understanding the key sustainability requirements isn’t just a compliance task – it’s a communication one.
For a summary of the current standards for the private sector (typically for larger B2B organisations with EGS policies), public sector, NHS and EU, download this PDF (300Kb).
It’s not necessarily about ticking every box. It’s about showing up in the right way, with language and evidence that buyers recognise and trust.
From risk to advantage
It’s easy to see these requirements as a barrier. Another hoop to jump through. But for purpose-led organisations, they can be a source of strength – if the marketing team knows how to use them.
Visible sustainability commitments do more than open procurement doors. They shape perception. They build trust. They show you’re serious about impact – not just profit. And when those commitments are clearly woven into your brand and communications, they can help you stand out for the right reasons.
Marketing can’t manufacture credibility – but it can make sure the credibility you’ve earned is working as hard as it should. That’s not just good positioning, it’s good business.