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Virtually all of the world’s largest companies now issue a sustainability report and set goals; more than 2,000 companies have set a science-based carbon target; and about one-third of Europe’s largest public companies have pledged to reach net zero by 2050 (Winston, 2022).

There is a unique energy to start up businesses fuelled by passion for the new venture, the excitement of those first wins, and a big dose of adrenaline. Business founders reflecting at the end of their first or second year of trading tell us that growth and success obviously brings huge satisfaction.

Four of us sat around a table in August 2021 with a blank flip chart and a slight feeling of trepidation. We had only recently met as a team and were about to embark on an important and challenging task.