Strategic sustainability targets are increasingly set at the executive level, yet many organizations still struggle to translate ESG ambitions into operational execution. The challenge is rarely a lack of intent. More often, ESG initiatives fail because sustainability-related decisions are made by operational roles whose KPIs, incentives, data access, and decision power are not aligned with corporate ESG objectives. This Expert View introduces a persona-based approach to ESG execution. It explains how sustainability-related decisions are made across finance, procurement, production, IT, product design, sales, logistics, HR, marketing, and customer-facing roles. Each persona operates within a specific decision logic, data environment, and set of constraints. The key transition is from short-term CapEx optimization to risk-adjusted TotEx management, from isolated ESG reporting to embedded decision logic, and from abstract sustainability targets to role-specific execution.
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