#13 How can purpose unlock system-wide sustainability transformations?

With Dr. Victoria Hurth, Independent Pracademic, Fellow of the University of Cambridge Institute of Sustainability Leadership and Sustainability Impact committee lead for UnaTerra VC.

Long-term well-being for all is the ultimate goal of an economy.

This can be easy to forget, since today's economic systems are largely designed for profit-maximization. But capital is not valuable in itself. It is merely a tool to move humanity towards long-term well-being.

Putting this insight into practice requires a radical rethinking of business-as-usual. Companies must recognize sustainability as their raison d'être. After all, what is sustainability if not the pursuit of long-term well-being for all?

In this episode, we learn from Dr. Victoria Hurth about how purpose can help companies position sustainability at the core of their operations - for widespread change.

Victoria is a pracademic who helps organizations and markets define, operationalize and achieve sustainability. She is currently a member of the Sustainability Impact Committee of the Una Terra Venture Capital Fund and a Fellow of the prestigious Cambridge Institute for Sustainability Leadership (CISL).

FutureReady is produced by COSYN, a global communications and change agency on a mission to shape healthy and thriving businesses. Find out more at www.wearecosyn.com.

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This episode is presented by Arne Kötting, and was produced by Dhriti Kamath, Charlotte Irigoyen, Ashwerya Narula and Ana Luiza Loio. FutureReady music theme "Botanics" by Elizabells, and sound editing by Carsten Steffens.