The biggest sustainability challenge today isn’t a lack of enthusiasm. We observe many more business leaders every day who are eager to engage in sustainability efforts, driven by factors such as government regulations, societal expectations, stakeholder demands, or their own aspirations.

The real challenge lies in effectively harnessing this enthusiasm to create meaningful results. This requires more than companies monitoring their own carbon footprint; sustainability thinking in business should go beyond climate change and carbon emissions. It requires strategic thinking.

Sustainability becomes strategic when enthusiasm evolves into a clearly defined set of priorities. To make a substantial difference, sustainability initiatives must be economical, benefiting society, customers, and the companies implementing them—a triple win.

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