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.
About the speakers:
Listen here: https://www.pwc.be/en/services/tax-and-legal/tax-bites-podcast-series/episode-71-cbam-pricing-strategy.html
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