This week, we sit down with IMD Professor and World Economic Forum Young Global Leader, Julia Binder, to tackle the biggest misconceptions shaping corporate sustainability.From ESG confusion to climate myopia, “sustainability is expensive” narratives to the belief that sustainable products don’t sell — we break down the stories that have quietly distorted how leaders think and act.In this episode, you’ll learn:Why ESG was never meant to measure positive impact, and what companies get wrong when they treat it as sustainability. How climate has become a shorthand for sustainability, and the planetary boundaries we’re dangerously overlooking. Why sustainability isn’t a cost centre — and how leading firms turn it into a strategic investment. What really stops sustainable products from selling (hint: it’s not consumers), including performance, pricing, and sales-team barriers. Whether we’re facing “sustainability fatigue” — and why the feel-good era is over, but the real work is just beginning. Julia brings clarity, candour, and optimism to one of the most misunderstood areas of modern business.If you’re a business leader, innovator, sustainability professional, or just curious about what’s really happening behind the headlines — this conversation is for you.🎧 Listen now and subscribe to Sustainability Forward for more conversations with global thinkers shaping the future.

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