Many clients no longer perceive sustainability as a differential value, but rather as something they take for granted that companies must incorporate into their activity. It will then depend on the sector and the type of client. In public procurement it is already a common criterion. In supply chains of large companies, increasingly so as well. Among end consumers, price remains decisive, but sustainability is beginning to serve as a tiebreaker criterion. The most useful approach is to ask current clients directly what they value, before assuming answers.<\/p>\n