We all recognize the importance of environmental, social, and corporate governance efforts—from reducing electricity needs and carbon emissions to ensuring diversity in product development—so why are ESG goals proving so difficult for companies to meet in practice? To find out, Quartz and Avanade surveyed 750 tech executives and 750 sustainability leaders from the US, Brazil, Germany, Italy, Japan, UK, Ireland, Australia, and Canada. The survey showed that business decision-makers across five major industries — financial services, healthcare, manufacturing, retail, and energy and utilities — unanimously agree: environmental and social sustainability is important. But the data also makes their dilemma clear. On one hand, leaders know sustainability innovation benefits not just the planet and their people, but also their fundamental company goals: satisfying customer expectations, improving operational efficiency, complying with regulations and compliance, and meeting expectations of talent and investors.