Q "What do you see as the biggest challenges for businesses when it comes to truly embedding sustainability, and how do you approach overcoming them?"
James Fisher: I think one of the biggest challenges is moving beyond "greenwashing" to genuine, impactful change. It requires a fundamental shift in mindset – seeing sustainability not just as a compliance burden or a PR exercise, but as a core driver of innovation, efficiency, and long-term value. Another challenge is the complexity of supply chains and ensuring transparency.
My approach is always to advocate for a holistic view: focusing on data to drive decisions, fostering collaboration across departments, and emphasizing the business case for sustainable practices. It's about demonstrating that investing in sustainability isn't just "nice to have," but essential for future competitiveness and resilience.