The model and framing that shaped thinking on sustainable business for decades is no longer working. “The blueprint… is no longer fit for purpose in the modern world.” Indeed, it is “archaic” and a “moment of tectonic change” which is “fraught”.
That’s the stark and sobering view of Aron Cramer, reflecting on his 21 years as President and CEO of BSR (formerly Business for Social Responsibility).
“Cooperation and collaboration are in hospice care right now”. So there has to be an urgent change in thinking and approach.
“We are living in a new environment for business” that is marked by instability and conflict. “Achieving Net Zero is more uncertain and expensive” than originally imagined, especially because there are so many distractions.
“No one likes change… there was strong resistance to talking about topics which actually make many people deeply uncomfortable.”
That has shifted. “They’re far more open and willing to accept that what’s ahead… is going to be very different to what they’ve always known.”
“It’s like flying a plane while building it.” The unthinkable challenge in Mackay is long-term and structural. “We’re talking about that over a time frame which is a generation.”
Leaders must not succumb to a “fantasy view” of the 21st century because new “kicks are coming”. What once held is no longer guaranteed. Global cooperation is weakening. Markets are fragmenting. There is social rupture. Another hurricane Katrina will remind us of the deepening climate change realities.. “We can no longer take those things on faith.”
This is not simply negative. It is different. “The real issue is not good or bad. It’s about different,” Aron tells our TTU podcast,
That difference is creating pressure. Companies are navigating geopolitical instability, AI disruption and the rising cost of net zero. Even the most committed are stretched. “The will is there… but companies are dealing with a lot of different things.”
Aron says the approach itself needs a “revamp”. There is no other option: Too much focus has gone to process over progress, with “time and money… spent to comply” rather than deliver real outcomes.
At the same time, businesses are becoming too passive. They are “market takers rather than market makers.” Yet they depend on stable foundations — rule of law, cooperation and climate stability.
“We can’t just stand by.” Businesses can and must “unleash a great deal of innovation”. They must “create strategic relevance”.
Despite the pressure, there is new opportunity. Clean energy is scaling, trust drives performance, and “the floor is so much higher than it used to be.”
The challenge now is speed. “Change is faster today than it ever has been before… and slower than it ever will be again.”
So Aron’s message is clear. “We should not wait for the future to happen to us. Let’s get ahead and shape it.”
Aron Cramer
Aron Cramer is a globally recognised leader in sustainable business and corporate responsibility, with extensive experience advising multinational companies on strategy, ethics, and long-term value creation.
He previously served as President and CEO of BSR, where he worked with some of the world’s largest organisations to embed sustainability into core business practices. Cramer is known for helping leaders align commercial success with environmental and social impact, shaping how businesses respond to the defining challenges of our time.
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