Small and medium-sized enterprises (SMEs) are increasingly treating sustainability as a business imperative, according to a new DHL Express global survey of 5,000 SME decision-makers across 11 markets. The findings underline a growing recognition of sustainability’s role in driving business growth, strengthening customer relationships, and securing long-term investment. However, there is still a significant gap between the stated importance of sustainability and the resources allocated to it.
High Importance, Low Investment
According to the survey, 81% of the SMEs working in fashion and financial services describe sustainability as “very important” or “extremely important” to their operations, but over half of such businesses invest only 1-3% of operating budgets into sustainable practices. Again, it is seen as a gap that most of the SMEs experience from translating the ambitions of sustainability to actionable strategies, mostly driven by a lack of resources.
Despite these limitations, SMEs are increasingly realizing the benefits sustainable practices bring to their business. For instance, in the fashion industry, 78% of SMEs believe that offering sustainable delivery options enhances their brand image. This sector’s commitment to sustainability reflects the growing consumer demand for eco-friendly solutions in a competitive marketplace.
Global Variation in Customer Buy-In
One of the biggest hurdles for SMEs in embracing sustainable practices is getting buy-in, both from within and from customers. Only 23% of customers worldwide are willing to pay more for sustainable shipping options, which is a challenge to implementing green initiatives. However, the picture changes dramatically in emerging markets such as India and China, where 51% and 47% of SMEs, respectively, reported higher customer willingness to pay for sustainable options.
Markets like Germany provide a harsh example; indeed, 74% of SMEs struggle to get internal and customer support for sustainability initiatives. Here is the need for local sensitivities and customer expectations that vary from region to region.
DHL Express Acts Now to Help SMEs
As SMEs work to untangle the complexities of integration with sustainability, DHL Express is positioning itself as an essential partner in this journey. In its innovative GoGreen Plus service, DHL helps SMEs reduce their Scope 3 emissions through logistics operations by using sustainable aviation fuel (SAF).
In these partnerships, Michiel Greeven, Executive Vice President Global Commercial at DHL Express, said:
“By partnering with a trusted logistics leader like DHL Express, SMEs can position themselves to remain viable, competitive, and ensure long-term growth. Sustainability is no longer a ‘nice-to-have’—it’s a necessity for future business success.”
The GoGreen Plus service enables SMEs to offer their customers sustainable shipping options without having to make large-scale changes in operations. This is in line with DHL’s broader commitment to sustainability in achieving net-zero emissions by 2050 and its goal of making the logistics industry more environmentally friendly.
Fashion SMEs Leading the Charge
Among the sectors surveyed, fashion SMEs stand out for their proactive stance on sustainability. With 81% ranking sustainability as highly important and 78% seeing value in sustainable delivery, the fashion industry demonstrates a growing alignment with consumer expectations for eco-friendly practices.
This is very important as the fashion industry has been criticized for so long for its environmental impact, with high levels of waste and emissions. The adoption of greener practices by SMEs in the fashion industry helps improve their brand image but also contributes to making the industry more sustainable.
Challenges and Opportunities for SMEs
The survey also throws light on the main barriers SMEs face in furthering sustainability. Internal resistance and lack of customer willingness to pay for green options top the list. However, these are also opportunities for businesses that innovate and educate their stakeholders.
India and China, for instance, are emerging markets where higher order customer buy-in signifies readiness to embracing sustainable solutions. SMEs will be benchmarks for businesses in markets that still have slow adoption.
Furthermore, the fact that companies such as DHL Express are ready to invest in sustainable logistics solutions shows that collaboration between SMEs and service providers is of great importance. The SMEs can leverage the experience and resources of DHL to overcome some of the financial and logistical barriers associated with greener practices.
The Road Ahead: Sustainability as a Business Imperative
The findings of the DHL survey show that sustainability has ceased to be a peripheral concern of SMEs; it’s a core business imperative. As regulatory pressures mount and customer expectations evolve, the businesses that don’t prioritize sustainability risk losing their competitive edge.
For SMEs, the way ahead is not only to invest more in sustainable practices but also to develop a culture of innovation and collaboration. Partnerships with industry leaders such as DHL Express provide a roadmap for addressing challenges and making meaningful progress.
Conclusion
Sustainability is increasingly shaping the future of SMEs across sectors, offering both challenges and opportunities. While many SMEs recognize its importance, the gap between intention and investment highlights the need for greater resource allocation and strategic planning.
DHL Express, via GoGreen Plus, is working to bridge the gap for SMEs in terms of providing tools that can reduce emissions while still meeting growing customer demands for green solutions. Thus, as SMEs navigate these complexities, it will depend on their ability to adapt and collaborate whether they will be successful in such a changing marketplace.
Rising customer expectations and regulatory standards are now making sustainability not an option for SMEs but a business necessity. Through innovation and strategic partnerships, SMEs can not only meet the demands but also position themselves for long-term growth and resilience.