Duncan Austin | Market-led Sustainability is a ‘Fix that Fails’…

… but It May Have Been the Necessary ‘Defence at First Depth’

The sustainable business movement is a prolific generator of new terms. From SRI to ESG to impact, now to TCFD and TNFD and Net Zero, one can easily be overwhelmed by detail. At such a time, we might take heed of Wittgenstein’s advice: ‘Don’t get involved in partial problems, but always take flight to where there is a free view over the whole single great problem, even if this view is still not a clear one.’