Sustainability is at a crossroads, so if we want real progress, businesses must lead. In this lightning talk, Grant Kendzior draws from his experience helping scale global ocean cleanup efforts at 4ocean and working with companies across industries to show how sustainability becomes a competitive advantage when embedded into core business strategy. He breaks down why many sustainability initiatives fail to deliver meaningful impact or ROI, and what shifts when sustainability is designed as a value-creating system rather than a side project.