This is a guest post by Trista Bridges. Its Japanese translation is available on Bridge’s Japanese edition. Trista is a strategy and sustainable business expert, who’s passionate about changing business for good. Strongly believing that sustainable business = smart business, she co-founded to shift mindsets, business strategies, and ways of working towards business models that put sustainability at the core. By now, you are undoubtedly aware of how sustainability has emerged as the zeitgeist of the moment – ESG investments have grown leaps and bounds in Japan and elsewhere, while the SDGs have been embraced by governments, businesses and individuals alike. Although there is no shortage of “greenwashing” at the moment, it’s undeniable that there’s a fundamental change afoot in respect to our vision of society. There’s widespread awareness that our world has some pretty audacious problems to address – from social equality to climate change and everything in between. The urgency of addressing these issues has increased, but the verdict is still out on how to best fix these problems and whose responsibility it is to do so.