Скачать или смотреть Why Dropping Deadlines Can Unlock Real Climate Action

John Murray, Head of Sustainability at CCL Techlogix Group, has worked across fragmented industries where “sustainability” rarely means the same thing twice.

In this clip, John explains why rebranding sustainability initiatives — moving away from rigid, date-led labels like “2030” — can actually increase participation rather than dilute ambition. Fixed deadlines, he argues, can feel exclusionary or misaligned for organisations at different stages, especially where priorities range from carbon to ethics, sourcing, or working conditions.

By shifting the language from countdowns to collaboration, rebrands can lower the barrier to entry without lowering standards — inviting more organisations into the work instead of scaring them off with targets that don’t fit their reality.

It’s a sharp reminder that sometimes progress isn’t blocked by a lack of ambition, but by the words we use to describe it.

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