How do we transform markets so that sustainability isn’t a choice but an imperative?

A long-time sustainability consultant realizes that convincing companies one by one to make sustainability commitments isn’t a viable long-term strategy any more. We must change the market incentives.

I have spent 50 years helping the world focus on making individual businesses more responsible, a story I tell in my new book, Tickling Sharks. At the end of 2024, I now see this approach as uncomfortably like cleaning up individual fish before plopping them back into dirty, polluted waters.