In this video, we explore why genuine sustainability progress depends on customer demand, smarter business models, and empowered employees. Viewers gain insights into how companies can innovate, move beyond outdated structures, and make responsible choices that support long term growth.

Why customer pressure matters
Customer behaviour is highlighted as a powerful force that can move companies toward real climate action. While regulation has a role, the conversation points to the limits of government driven change and the unintended consequences it may create. Companies respond faster when customers reward sustainable choices.

Rethinking corporate structures
The video challenges the traditional top down corporate model, arguing for an assistant style approach where decision making sits closer to customers. This shift enables faster learning, better choices and a culture where employees can act on what truly creates value.

Facing difficult sustainability choices
The discussion acknowledges how hard it is for companies to phase out profitable but harmful cash cows. Real change comes when customers demand better solutions and companies innovate accordingly. This sets the stage for more responsible growth and stronger long term business resilience.