Nik reports from central London, where 200 leaders and experts gathered to debate how to make real sustainability impact during a period of increasing uncertainty.
What emerged was unexpected but striking. The word sustainability is tired and unhelpful: “We must stop talking about sustainability. It sends the wrong message.”
These weren’t fringe views. Senior executives, including chief sustainability officers, argued the term is too technical, too vague and no longer resonates with the public or boardrooms.
Instead, new terms are being explored: regenerative, impactful. Imperfect, but perhaps more effective at cutting through the noise.
There are also conversations about greenhushing where companies continue progress quietly, avoiding public visibility due to fear of backlash.
“We’ve really messed up,” one senior figure admitted, citing a lack of inspiring communication.
“We must be guided by the science, but also by the poetry.”
Another leader was more direct:
“I’m a hustler. I’m a pirate. I like getting things done when people aren’t looking.”
The call to action was clear: collaborate, share stories, build urgency through shared effort. And rethink the language we use before it loses all meaning.
