HubSpot: Where Sustainability is More than a Buzzword

For Yogesh Chauhan, Senior Director of Sustainability at HubSpot, sustainability isn’t just a trend — it’s a vital interplay of consumer behavior, innovative solutions and global regulations.
In the piece below Yogesh details how HubSpot navigates these challenges, establishing itself as a key partner for small and medium-sized businesses (SMBs) striving to adopt sustainable practices while meeting market needs.
At its core, HubSpot serves as a comprehensive digital platform for business growth.
"At HubSpot, the foundation of our sustainability strategy revolves around understanding and measuring our carbon footprint, ensuring transparency, and delivering on both internal and public commitments,” Yogesh says.
The company offers millions of users an integrated suite of tools for marketing, sales, customer service, and content management, enabling transformative outcomes when used together.
Consumer behaviour & sustainability
Understanding consumer behavior is not only integral to HubSpot’s business model — it’s also a cornerstone of its sustainability strategy.
As a company renowned for delivering valuable consumer insights to business owners, understanding how customers engage with sustainability is critical.
Yogesh emphasises the delicate balance businesses must align with consumer values without outpacing their readiness for change.
“A company like HubSpot can only change consumer behaviour to some extent. You can only be one or half a step ahead — 10 steps ahead and you lose everyone,” he says.
This challenge is most evident in the cost of products, as the most innovative and sustainable solutions often come with higher price tags, particularly during their initial market entry.
Yogesh explains that this challenge is driving companies to innovate and reduce the price gap between sustainable and non-sustainable products.
“When it comes to purchasing decisions, most people still choose the cheaper product over the sustainable one,” he explains.
A recent HubSpot study reveals that today’s consumers are increasingly discerning in their purchasing decisions. Key findings from the research include:
- Nearly one-third (32%) of consumers trust brands that openly share their ESG practices.
- Top consumer expectations include zero-waste products/sustainable packaging (59%), ethical supply chains (58%), and reducing carbon emissions (58%).
- Over half (53%) of consumers support imposing fines on companies that fail to meet ESG standards.
The conclusion from this? Yogesh says its that: "Brands can't fake it anymore. Consumers see through greenwashing and genuine ESG commitment is now a must for trust and business success."
SMBs & democratising sustainability
As a growth-focused platform, HubSpot's client base primarily consists of SMBs, offering a clear snapshot of the challenges and opportunities tied to corporate sustainability.
While delivering sustainable solutions isn’t HubSpot's primary mission, its role as a guide for business owners navigating modern challenges makes sustainability an essential focus.
In today’s era of strict climate regulations, many SMBs face difficulties, such as measuring carbon footprints or establishing science-based targets.
Fortunately, HubSpot provides tools to streamline these processes.
Addressing these issues is one of Yogesh's key priorities in his role at HubSpot.
“There’s a real opportunity to democratise access to sustainability know-how and tools for SMBs,” he says.
"Generally, SMBs won't have a dedicated sustainability person.
"So how do they navigate around Scope 1, Scope 2 and Scope 3 emissions? How do they calculate it? How do they develop their GHG inventory? How do they set science-based targets?
"It's daunting; all of these things are. If you're a small business that employs 10 people, that's going to be really hard work."
Navigating the supply chain sustainably
Of course, HubSpot's own ESG performance is also of vital importance to Yogesh and his team.
And, as with many companies today, Scope 3 emissions are occupying a lot of the team's bandwidth.
But what can a company like HubSpot do to address this? Yogesh believes the solution is twofold.
“More than 90% of our emissions come from our supply chain, not our operational activities,” Yogesh explains.
“If a supplier wants to do business with us and the contract value is significant, we require them to show their sustainability roadmap and commitments to decarbonisation."
However, HubSpot also recognises its role as an enabler rather than an enforcer when it comes to its customers.
“Our goal isn’t to exclude businesses without a sustainability roadmap, but to be a source of guidance and support for those looking to improve,” Yogesh adds.
That said, there’s a consensus that businesses have limits.
Regulations play a critical role in reducing the cost of sustainable products and enhancing green innovation- as is evident with the recent failure of the Global Plastics Treaty.
Innovation as the driver of change
Reflecting on the disappointing collapse of negotiations for a Global Plastics Treaty in December 2024, Yogesh remains optimistic that innovation, rather than regulation alone, will drive meaningful progress.
"For me, it’s all about innovation," he says.
"Can we innovate a solution to plastic pollution, rather than relying solely on regulation? Biodegradable or dissolvable plastics seem like an interesting solution.
“In the UK, companies like Octopus Energy offer green energy at little or no extra cost. That’s the kind of progress that drives broader adoption.
Yogesh points to the energy sector as a prime example of how market forces combined with regulations can establish sustainable defaults.
Looking to the future
Looking to the future, Yogesh highlights a potential concern when it comes to sustainable progress.
“One worrying trend is the way ESG has become a wedge issue in some circles.” he says.
Despite this, he remains optimistic about the future: “Sustainability is a win-win.
"Who doesn’t want to reduce business costs through efficiency or live in cleaner, quieter communities?”
For Yogesh, the focus is clear: “How can we help small businesses navigate these complexities, win in the market, and grow sustainably?”
This is a question that continues to guide HubSpot's approach to sustainability and Scope 3.
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