The most important thing of our time

Is to become sustainable in general, and to resolve the climate crisis in particular. Integrating sustainability in business is one such key action that we need to take. However, it is commonly stated that sustainable businesses are also more profitable. Implying that if you become sustainable, you will become more profitable. But to be honest, this is far from likely to be true. Looking at this in depth, I am convinced, it is rather the opposite implication that holds. If you are very profitable, you can afford to be sustainable.

With this, I am not trying to say that we should not be sustainable. Absolutely not. It is the task of our time. But it must also be allowed to cost money. Because it will.