Most sustainability businesses don’t struggle because they lack purpose. They struggle because sustainability isn’t always an urgent priority for their customers.If your clients don’t feel the pain, they won’t take action.That’s exactly what Ian Ormerod, CEO & Founder of Switch to Zero, has learned while helping businesses measure, reduce, and act on their carbon footprint.Through his experience leading digital transformation at major banks and building a sustainability business from the ground up, he’s proving that the key to success isn’t just purpose - it’s strategy, positioning, and commercial value.In this episode of The Plucky Bamboo Podcast, we dive into:💡 Why most businesses DON’T prioritize sustainability (and how to change that)🚀 The biggest mistakes companies make when selling sustainability⚡ How to position sustainability as a business advantage - not just a moral play📢 Why paid ads failed & what actually works for customer acquisition🔑 The mindset shift sustainability leaders MUST adopt to grow fasterSwitch to Zero has helped businesses across industries take meaningful, measurable action toward net zero.Watch now to learn how to sell sustainability effectively, scale your impact, and build a profitable, mission-driven business.🔗 Connect with Ian Ormerod: https://www.linkedin.com/in/ian-ormerod-switch2zero🔗 Learn more about Switch to Zero: https://www.switch2zero.com/📩 Or connect with me: https://www.linkedin.com/in/chrisg-jones/