Something big is happening in boardrooms across the globe.

Sustainability is no longer the sole project of marketing teams or CSR committees. It’s becoming a core financial priority, and CFOs are leading the charge.

According to a recent global study by Kearney and ESG platform We Don’t Have Time, an extraordinary 92% of CFOs plan to increase sustainability spending in 2025. Even more striking? 93% of them believe there is a clear business case for doing so.

This isn’t just a trend. It’s a tipping point.

From Cost Center to Value Creator

Historically, sustainability initiatives have been framed as a cost, a necessary but expensive response to regulatory pressure or stakeholder expectations.

And yet, in this same Kearney study, 69% of CFOs now believe sustainability investments will deliver higher ROI than conventional investments.

The future of finance is green, and profitable.

But here’s the paradox: 61% of CFOs still see sustainability primarily through a cost lens.

This contradiction tells us that while the narrative is shifting, the financial models and mental frameworks of many organisations haven’t caught up.

Why The Smart Money is on Sustainability

The Kearney report makes a critical point: failing to act on sustainability carries its own growing cost.

“Business as usual” is a risky bet in a world facing supply chain disruption, regulatory shifts, climate impacts, and changing consumer behaviour.

84% of CFOs surveyed have already updated their investment evaluation models to factor in sustainability risks and opportunities. And 65% are actively measuring the cost of inaction.

This is smart finance. It's risk-adjusted thinking for a new era.

What This Means for Finance Leaders

CFOs have a once-in-a-generation opportunity to redefine their role — from financial steward to strategic architect of sustainable growth.

This shift means:

1. Investing in Better Data

Finance teams need robust ESG data systems to move the conversation from compliance reporting to business performance.

2. Exploring Green Finance Instruments

Green bonds, sustainability-linked loans, and ESG-aligned capital are no longer niche — they’re mainstream. CFOs who leverage them will unlock cheaper capital and investor goodwill.

3. Embedding Sustainability in Financial Models

Long-term value creation means integrating sustainability into forecasting, scenario planning, and investment decisions — not treating it as a bolt-on.

4. Leading the Narrative

Finance has the credibility to reframe sustainability from “cost centre” to “competitive advantage.” CFOs must take ownership of this narrative at the board and investor level.

Final Thought: The CFO Era of Sustainability Has Arrived

As regulatory pressure intensifies and stakeholders demand action, the real differentiator won’t be who spends on sustainability — it will be who spends well.

Finance leaders who build a clear, data-driven case for sustainable investment will shape the next decade of business.

Not because they have to.

Because it makes financial sense.

Source: Kearney x We Don’t Have Time Sustainability CFO Survey (via ESG Dive, March 2025)