In recent years, climate experts have warned that sustainability is non-negotiable when it comes to having a thriving economy, preventing natural disasters, and improving social equity.
And yet, if you've read the news recently, governments, banks, big tech, and oil firms continue to strip back their ESG commitments.
It's clear that green initiatives are proving tougher to implement than previously imagined, with organisations weighing up sacrifices amid stakeholder pressures and many other competing priorities.
But what about the dangerous message this sends to future leaders – those who will make Net Zero possible?
Some will argue this will cause people to drop the ball, we won't hit Net Zero, and that's it. Mission failed.
But the reality is sustainability will remain a top priority for people whether we achieve Net Zero or not. In fact, 45% of Gen-Z will stop purchasing from brands that pose sustainability or ethical concerns, according to Deloitte.
Our Media Specialist, Andy Mundy, reiterates this in a recent article on banks.
He explains that consumers will pay a premium for sustainable brands – and even switch entirely to greener alternatives – while companies that fail to adapt are left behind.
Do give it a read.