PwC's Tax Bites Podcast

We are facing times of unprecedented changes and challenges. Taxation has been closely connected to geopolitical developments in the past century, given the connection between tax revenues and public expenditure. In this podcast series we reflect on the relevance of the geopolitical developments in view of tax policy. We provide an insight into the main tax policy developments that you should be aware of. Our EU tax bites focus on direct tax developments in the EU and beyond.

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PwC's Tax Bites Podcast

CBAM Pricing Strategy

July 15, 2026 • PwC Belgium

0:00 | 28:47

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.

Have a look at all our previous episodes and stay up to date on www.pwc.be/tax-bites