Episode 71: CBAM Pricing Strategy

Most companies treat CBAM as a cost to absorb. The smarter ones treat it as a pricing decision - and turn it into a competitive advantage.

But there's no single right answer. Your move depends on two things: your carbon-cost position versus competitors, and your customers' willingness to pay.

In this episode, Pieter Deré, Helena Caluwé and Romain Matriche break it down across three questions:

•  WHICH strategy? The 4 pricing responses to CBAM - selective pass-through, low-carbon premium, margin pressure, and price-led share gain.
•  HOW to execute it? The Assess → Strategize → Execute playbook: segment your customers, model the margin impact, and equip your sales teams.
•  HOW to stay defensible? Why your customer narrative, your pricing, and your tax & sustainability disclosures must all tell the same story - before the authorities cross-check them.