A leading industrial manufacturing company in the Nordics, noticing an increased focus on sustainability from their customers, asked us to support them to better understand how their customers’ expectations will evolve over the next 5-10 years when it comes to sustainability. We analyzed the speed of change in relevant value chains, and interviewed customers, product managers and sales managers. The results showed a quickly raising bar for sustainability and electrification, with immediate implications for the R&D project portfolio. We also identified a number of customer segments where sustainability could be a positive differentiator for our client, driving additional sales and growth.