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Sustainability in business is no longer optional – it's a growing priority for customers, stakeholders, investors, and even employees. But how are small and medium-sized enterprises (SMEs) rising to the challenge?
As a global logistics leader with deep connections to businesses around the world, DHL has unique access to real-world data and frontline insights. It surveyed SMEs around the globe to understand their sustainability strategies and their readiness to invest in low-emissions logistics. So, how does your business measure up?
At its core, sustainability in business means operating in a way that meets today’s needs whilst reducing any negative impact on the planet and society.
For SMEs and e-commerce businesses, that could mean anything from cutting carbon emissions in your delivery processes, to choosing eco-friendly packaging, to working with suppliers who share your environmental values.
Businesses that embed sustainability not only cut costs – through energy savings, smarter logistics, and waste reduction – but also build a resilient brand and inspire loyalty.
Sustainability isn’t just a nice-to-have anymore. In 2025, staying competitive means showing that your business is actively working toward a more responsible and future-ready model.
And the numbers back it up.
In DHL’s recent global survey of SMEs, 75% said sustainability is “very” or “extremely” important to their business. Less than 1% said it’s “not at all” important.
That’s a clear signal: the majority of your competitors are taking sustainability seriously – they’re prioritizing the issue to strengthen their brand, build trust with customers, and gain a competitive edge.
If your business isn’t already moving in this direction, now’s the time to start – or risk being left behind.
While many SMEs are eager to improve their sustainability efforts, turning intention into action can be tough. DHL’s global survey uncovered some of the most common challenges businesses face – and how to move past them.
Many SMEs said that getting support – whether from internal teams or customers – can be tricky. Some people might not see the value right away, or they may worry it’ll cost too much or disrupt business.
Solution: Start small and show results. Try a pilot project – like switching to lower-emission delivery options or reducing packaging. Once people see the impact, it’s much easier to get them behind the bigger changes.
You’re not alone. Many SMEs said they want to do more, but feel overwhelmed by the options – or unsure which steps will make a real difference.
Solution: You don’t have to do everything at once – just taking the first step can build momentum. That could be focusing on packaging, logistics, or supplier choices. And don’t be afraid to lean on partners (like DHL!) who’ve helped other businesses do it.
Sustainability often gets pushed down the priority list because it’s seen as expensive. And yes, some changes do come with upfront costs.
Solution: Start with the low-cost, high-impact stuff. Think route optimization, reducing waste, or using fewer materials. These kinds of changes can actually save you money – and free up budget for bigger moves later on.
Plenty of businesses are making changes but aren’t sure how to talk about them. If your team and customers don’t hear about your efforts, it can feel like it doesn’t count.
Solution: Talk about what you’re doing – honestly and clearly. That could be a simple update on your website, a social post, or a note on your packaging. Sharing your progress builds trust and shows you’re serious, even if you're still early in the journey.
Bottom line? You don’t have to be perfect – you just have to get started. Tackling these challenges step by step makes sustainability feel less overwhelming and way more doable. And once you start, the benefits follow.
DHL Express surveyed over 5,000 SME decision-makers across 11 countries and 9 industries – from retail to healthcare – to understand how businesses are approaching sustainability. These 7 key takeaways could help shape your own strategy:
At least two thirds of SMEs within all surveyed sectors said that sustainability is either “very important” or “extremely important” to them. The financial services sector and fashion sector agreed most strongly with this – 81% of respondents in each group answered this way.
Despite widespread understanding of the importance of the issue, many SMEs are reluctant to allocate any serious budget towards sustainability. Most (53%) are only willing to invest 1-3% of their operating budget into sustainable solutions. Only 9% will invest more than 5%, whilst 16% will invest nothing.
They may be known as global manufacturing and exporting giants, but SMEs across these regions are leaning into sustainable logistics practices. 72% of Chinese SMEs and 59% of Indian SMEs said that sustainability is “extremely important” to their business – versus a global average of 35%. At the other end of the scale, only 16% of Japanese SMEs said the same.
Globally, just 23% of SMEs believe their customers would be “very” or “extremely” willing to pay more for sustainable shipping. When reviewing the results on a country level, confidence is notably higher among SMEs in India and China, where 51% and 47%, respectively, believe thier customers would be willing to do so.
When asked about their challenges in reaching their sustainability goals, the main concern for most SMEs across all markets was getting internal and customer buy-in. This was particularly prevalent in Germany, where 74% of SMEs felt this.
Despite existing in an industry that often receives negative press around its manufacturing processes, most fashion SMEs are strongly pro-sustainability. 81% of respondents in the sector said it is “very important” or “extremely important” to their business. 78% said they feel offering sustainable delivery options could improve their brand image (“to some/a large/a very large” extent).
SMEs in the financial services sector were the most likely to say sustainability is “extremely important” to their business (43%). They were also the most willing to allocate operating budget to sustainability practices (88%), and the most likely to feel offering sustainable delivery options could lead to increased commercial success (47% “to a large/to a very large” extent).
Whether you're just getting started with eco-friendly practices or looking to take your efforts further, Sustainability matters: DHL Express’ global survey on small businesses is packed with insights to guide your next steps.
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