Julia Collins

And when I started Planet Forward, the biggest problem of the moment was there wasn't the right technology to bring about a sustainable future when it came to food, fashion, and beauty.

So that was the problem.

But that was eight years ago.

That's the problem that we needed to solve.

And not just Planet Forward.

Other companies have really worked hard, deployed lots.

Lots of capital has been deployed.

We have solved the data and technology problem.

There's no shortage of technology to solve climate change.

It's not the problem anymore.

What's the problem now?

The problem is will.

The problem is sustainability has a branding issue.

Nobody thinks of sustainability as like the sexiest, most luxurious, juicy future.

People somehow think that being sustainable means you're going to be like a little bit hungry, like a little bit ugly.

A little bit crusty.

A little bit crusty, a little bit bored.

You're going to buy the thing it's going to rip and fall apart.

And that's what's causing people to like rage shop and over consume, right?

And that's the biggest problem that I see now is how do we convince everyday people that the sustainable future is the sexiest, juiciest, most pleasurable future?