We uncover more of the thinkings from Richard Muscat of Radical.

He emphasizes two critical criteria for making a meaningful impact in the fight against climate change:

This involves decreasing the overall demand for fossil fuels and materials. It’s not enough to focus on per capita reductions; we must address the total consumption levels that drive environmental degradation. Here are some actionable steps to achieve this:

• Promote Minimalism: Encourage a lifestyle that values experiences over material possessions.
• Support Circular Economy: Invest in businesses that prioritize recycling, reusing, and reducing waste.
• Implement Policy Changes: Advocate for policies that limit resource extraction and promote sustainable practices.

This criterion focuses on restoring ecosystems and improving human well-being. It recognizes the interconnectedness of ecological health and human rights, emphasizing that true sustainability must benefit both the planet and its inhabitants. Key actions include:

• Reforestation Projects: Support initiatives that plant trees and restore forests.
• Protect Marine Ecosystems: Advocate for the protection of coral reefs and marine biodiversity.
• Sustainable Agriculture: Promote farming practices that enhance soil health and biodiversity.

Richard argues that many current investments in climate tech fall short of these criteria, often resulting in greenwashing—where companies claim to be making a positive impact without delivering real change. He points out that despite the billions invested in climate startups, many of these initiatives prioritize profitability over genuine environmental solutions.

The 5Cs podcast, book and community are about shining a light on a better path. Think of it as a global village of business people giving Planet Earth a hand up. You can find Charlene Norman on LinkedIn and here. Consider joining the community here and subscribe for more thoughts from the 5Cs on Substack.