Industries fail. Big brands hit the rocks. Governments fall. Change is as inevitable as the sun rising in the morning.

The winners are those who can read the writing on the wall and embrace the new realities. The losers are those who sit tight and pin their faith in crossed fingers.

With climate change at the top of the agenda, resource prices remaining stubbornly at an historic high and environmental legislation tightening, sustainability pressures are building. On the other hand clean technology evolves, synergies emerge and business opportunities open up.

Change brings with it risk, yes, sure, but what people are less attuned to is the risk of ‘do nothing’. A powerful ‘Green Jujitsu’ lever is to communicate ‘business as usual’ as the bigger risk – to tap into people’s risk aversion to push them towards sustainability, not away from it. That takes a clever piece of reframing, but it does work when you get it right.