Sustainability vs Profit — When Doing the Right Thing Gets Expensive

When sustainability gets expensive, what should businesses do?In this episode, we examine the growing tension between profitability and sustainability. With rising energy costs, investor pressure, and cautious consumers, companies are being forced into tough strategic trade-offs.Using real-world examples from industries like energy, aviation, and manufacturing, we explore why going green isn’t always straightforward, and how leading firms are adapting their strategies under pressure.If you’re studying business strategy or working in finance, this episode will challenge how you think about long-term value, short-term performance, and the real meaning of “sustainable” strategy.