Sustainability & small businesses: Lessons from DHL Express’ global survey

Sustainability has been part of the business conversation for years, yet for many small businesses, its real impact can feel abstract. How do you turn a well-meaning commitment into practical action that actually matters? 

To explore this, DHL Express surveyed over 5,000 SME decision-makers across 11 countries and nine industries. The findings reveal not only how sustainability is shaping business priorities but also the challenges, opportunities, and expectations that come with making greener choices.

From understanding customer expectations to making more sustainable logistics choices, this guide explores the lessons SMEs can take from DHL Express’ global survey and how Sri Lankan businesses can turn them into action.

Key findings from the DHL Express global SME sustainability survey

The survey uncovered a fascinating mix of ambition, caution, and opportunity among SMEs worldwide. Here’s what stood out:

Sustainability is a priority, but not yet a full commitment

Across industries, most SMEs rate sustainability as “very important” or “extremely important” to their business strategies. The fashion and financial services sectors lead the way, with 81% of respondents in each group recognizing sustainability as critical. 

Small businesses clearly understand the strategic value of being environmentally responsible, but translating that awareness into concrete action is still a work in progress.

Budgets remain cautious

While the intention is there, investment often lags behind ambition. Over half of SMEs (53%) allocate only 1–3% of their operating budgets to sustainability initiatives. A small 9% dedicate more than 5%, while 16% admit to investing nothing at all. 

The takeaway: SMEs want to act sustainably, but resources remain a limiting factor.

Customer willingness is still modest

Only 23% of SMEs believe customers are willing to pay extra for sustainable products or services. The majority remain cautious about assuming market demand will justify higher costs. Interestingly, optimism is higher in markets like China and India, where 47% and 51% of SMEs, respectively, see green services as a potential driver of customer choice.

Securing internal and external buy-in is challenging

Many SMEs struggle to engage both staff and customers in sustainability initiatives, and some aren’t sure where to start. This points to a critical opportunity: small, measurable actions can demonstrate impact and make the case for broader engagement.

Sector insights: Fashion and financial services leading the way

Across the board, certain sectors are clearly ahead in thinking strategically about environmental responsibility. Fashion and financial services SMEs are not just paying lip service, they see sustainability as a competitive advantage and a core part of their business strategy.

What these findings mean for Sri Lankan SMEs

The global trends highlighted in the DHL Express survey closely reflect the realities faced by SMEs in Sri Lanka. Ambition around sustainability is high, but limited budgets and cautious customer expectations make prioritization essential. Rather than trying to tackle everything at once, businesses that focus on high-impact, feasible initiatives can make tangible progress and gain a competitive edge.

Logistics, for example, offers opportunities to demonstrate commitment, reduce emissions, and gain trust in export markets. For example:

• Sustainable packaging for shipping abroad: Switching to recyclable or reusable materials can lower environmental impact while sending a clear signal to customers that sustainability matters.
• Route optimization to reduce fuel use: Consolidating shipments, planning efficient delivery routes, or choosing eco-conscious carriers helps reduce carbon emissions and operational costs.
• Consolidated global shipping to minimise carbon output: Combining orders or leveraging bulk shipments decreases the frequency of trips and the overall carbon footprint.

Even small, targeted initiatives like these can have outsized benefits. By taking measurable steps in global shipping and logistics, Sri Lankan SMEs not only reduce their environmental impact but also position themselves as forward-thinking, reliable partners for international buyers.

With members of Generation Z showing the highest willingness to pay more for sustainable products¹, these early eco-friendly moves can also boost brand loyalty, foster long-term relationships, and increase appeal in key markets. 

How SMEs can turn insights into action

Knowing what matters is one thing, making it happen is another. For Sri Lankan SMEs, sustainability becomes tangible when small, deliberate steps are taken, and results are tracked. Here’s a clear roadmap to get started:

• Pilot initiatives with measurable results: Test eco-friendly shipping, sustainable packaging, consolidating shipments, or optimizing delivery routes. Track the impact to demonstrate tangible benefits.
• Engage your team and customers: Share progress, wins, and challenges to build buy-in and create a culture that supports sustainability from the inside out.
• Invest strategically: Even 1–3% of the operating budget can fund meaningful improvements in logistics, operations, or packaging.
• Communicate clearly: Make your sustainability journey part of your brand story. Transparency with customers builds trust and strengthens credibility in export markets.
• Partner with experts: Work with logistics providers who offer sustainable solutions for international parcel services. Their expertise can simplify execution and amplify your impact.

How DHL Express supports your sustainability journey

For Sri Lankan SMEs aiming to compete in greener global markets, partnering with DHL Express gives you access to proven, ready-to-use sustainability solutions that make eco-friendly global shipping easier, more credible, and more measurable.

• GoGreen Plus: Reduce emissions at the source through Sustainable Aviation Fuel (SAF), with verified carbon-reduction results for every shipment and transparent reporting that strengthens your sustainability claims.
• Technology that lowers your footprint: From route optimisation and low-emission vehicles to eco-friendly packaging and carbon-tracking tools, DHL Express’ global investments translate into real reductions SMEs can leverage immediately.
• A partnership that builds long-term value: Equip your business to meet rising expectations from customers and markets, especially younger generations who reward brands that show meaningful, measurable sustainability progress.

Start your green journey today

Sustainability is no longer a nice-to-have, it’s a clear strategic edge. By embracing more environmentally-friendly logistics, sharing your progress openly, and partnering with providers who lead the way in low-carbon innovation, Sri Lankan SMEs can strengthen their global presence and earn the trust of increasingly eco-aware customers.

Download DHL Express’ full Sustainability Matters survey report and explore GoGreen Plus by signing up for a DHL Express Business Account. Make your logistics smarter, greener, and more competitive while positioning your business for long-term success in an increasingly sustainability-driven global market.