SUSTAINABILITY Should sustainability also be good business? Yes, but the goals must be carefully defined. Also the deadlines. If a com-pany commits to net zero emissions by 2050, it’s as if the management team is telling us they’re wasting their time. As many companies that make this type of commitment often meet their goals ahead of time, we need more ambition, but also clear and public strategies, and a roadmap against which progress can be measured. And how do we multiply that ambition? On a planet molded by capitalism and its economic versions, we need new models of thinking and understanding the economy. Fortunately, they’re starting to emerge. The works of Mariana Mazzucato and Kate Raworth are there. But the only way for the system to change is if the rules that govern it change. Price fixing mechanisms such as carbon fees or taxes may help. JOHN ELKINGTONFOUNDER OF VOLANS CONSULTING FIRM AND FATHER OF THE CONCEPT OF SUSTAINABILITY “We need new models of thinking and understanding the economy” A GLOBAL AUTHORITY IN CORPORATE RESPONSIBILITY, ELKINGTON WAS AHEAD OF HIS TIME, LIKE THE GREAT EXPLORERS, HELPING TO DEVELOP THE ESG CRITERIA AND HE HAS COLLABORATED WITH ACCIONA TO INSPIRE THE ‘2021-2025 SUSTAINABILITY MASTER PLAN’.