In this conversation, Martin and Siva explore how organisations can move beyond talk and embed sustainability into every function. They discuss why ownership across the company is essential and how turning long-term goals into tangible, emotional actions creates real progress.

Embedding sustainability across the organisation

Sustainability cannot live in one department alone. Martin explains that when companies isolate it as a separate function, they repeat the same mistake once made with marketing and sales. True progress happens when sustainability becomes part of every role, woven into culture, purpose and structure.

From long-term vision to short-term impact

Martin introduces his Perceived Justification Symbol (PGS) method, showing how large goals can feel more achievable through small, emotional and tangible steps. Drawing on examples from P&G, Shell and Aquafresh, he illustrates how perception drives engagement. The key is to make sustainability visible, actionable and rewarding for everyone.