Focus on "why". First, understand "why" your partner is pushing back. What are the concerns? Cost? Complexities? Little understanding of relevance? When you understand the reason for the push-back, it's easier to address the concerns. Next, you also want to make sure you are effectively communicating your why? Why are those sustainable business practices ideal? It's not enough you think they are "good", you need to be able to make your partner and other stakeholders understand why. If properly structured, it would most likely address the root causes of your partner's concerns and progress is more conceivable.

Open a dialogue to understand why they’re hesitant. Is it due to perceived costs, complexity, or skepticism about the benefits? Acknowledging their perspective first will create a foundation of trust and openness.

Many companies are exposed to upstream risks to their success but few look far enough upstream to be aware of risks that may emerge. For example, in 2021, or thereabouts, there was a drought in east Asia that impacted Taiwan. TSMC, the most significant global semiconductor manufacturer, faced serious production issues as the manufacturing of semiconductors required significant amounts of water. They could not ship their usual volume, so their customers had to reduce their production to their customers, and so on down the supply chain. Very few of these customers anticipated and planned for the impact that resulted. Only considering business results vs sustainability is actually a false choice in many instances.

Providing the business case for becoming sustainable can be the most powerful argument. When an organization understands the benefits, as well as the requirements from the value chain, it stops resisting change and embraces sustainability as an opportunity

Begin by listening to your partner’s reasons for resisting. Are they worried about costs, operational disruptions, or the perceived complexity of sustainability? Highlight the financial benefits of sustainability, including cost savings through energy efficiency, waste reduction, and better resource management. Propose starting with small, low-cost sustainability initiatives that can deliver quick wins. Point out the growing regulatory requirements (such as REACH, ROHS, or upcoming ESG reporting standards) and the expectations from customers and investors for sustainable practices. Maintain an open dialogue throughout the process, acknowledging your partner’s concerns.