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How to Start the Conversation on Sustainability in your Company

I would like to see that sustainable thinking is the norm of the business world in 2021.

But still today, it’s not. It’s pursued as an exclusive opportunity for businesses doing well and a luxury choice for consumers. So, if you care that your company starts taking steps in the right direction, you have to be ready to sell that idea internally.

As much as many of us dread the concept of selling, we also realize that selling an idea is something we do daily. Just as you would sell the next movie choice to your partner for your next home-movie night (because, yeah, cinemas are still closed), you have to be able to sell big ideas within your company.

And when that idea is sustainability, you better come well prepared with a strong “why” and ideas on how this will help the company reach its goals.

And for the record, I have nothing against Greta Thunberg. She’s been an inspiration for me to set out on the sustainability journey, but the fact remains that her statements wouldn’t push a company to change its business approach. So, which arguments could land and resonate the best?

Employee loyalty

According to a Deloitte study, two in three millennials will quit their job if they don’t find fulfilment or if they sense that their current job has no ambition beyond profit.

And it’s not just millennials that expect a lot from their employers. A recent employee survey by Peakon reports that concern about environmental issues increased globally by 52% in 2019.

If that’s not getting your Human Resources department’s attention, try weaving your company’s sustainability efforts and values throughout your employer branding materials. You will make their job easier.

Company valuation

Investors’ goal is to get the highest possible return from their investment portfolio with minimal risk.  And in the next 10 years, climate change is among the biggest threats to humanity (according to UN Global Risks Report 2021).

So, Black Rock VC and other major players in the ecosystem are starting to reevaluate their investment strategy and criteria. They increasingly want to see founders build solutions for the future – solutions addressing real problems and ambition beyond profit.

People buy experiences, not products

And your job is to make them feel good about choosing yours. Consumers are increasingly paying attention to the backstory of the various companies they’re supporting. For example, take the fashion industry – a significant abuser of child labor (almost one in ten of all children worldwide are in child labor according to the UN). Campaigns like “Who made your clothes?” make people start looking into it and demand the big fast fashion companies to change. And part of that has been why Copenhagen Fashion Summit – the meeting place for the fashion industry’s positive change-makers – was established.

And if you think that just because you’re in the B2B segment, this doesn’t apply to you – think again. Doing business with a company whose reputation is damaged due to unethical or unsustainable business practices will no longer fly. That should help you formalize the arguments for bringing up sustainability in your company.

From what I gather, we need all hands on deck for the journey through the 2020s.

Here’s a few practical tips for starting the conversation:

  • Share with your team what your competitors are doing. What are they bragging about? What are they emphasizing? That might not be a leading sustainability strategy yet, but it possibly will start the conversation.
  • Host a brainstorming session on sustainability topics with a few colleagues that might benefit from implementing sustainability in the company. Create space where you can discuss what opportunities and challenges venturing in that direction might create.
  • Send data insights of how the industry/investment community is changing to the main decision-maker – the CEO – directly.  I would even consider sending a video recording from an industry-leading event like TechChill (a good option would be this one from the 2020 event featuring Lauri Kokkila from Inventure).

As much as I care about sustainability, I strongly believe that you have to start with a business case. At least that has been my experience. We operate in a system that aims and tracks growth and profit. So if you want to make a change, speak the language decision-makers understand.

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Fundraising 5 hours ago

London-based AI laboratory Ineffable Intelligence has emerged from stealth with a $1.1 billion seed round at a $5.1 billion post-money valuation, the company confirmed on 27 April 2026. The financing is the largest seed round ever raised by a European company and one of the largest first-money-in rounds in the global history of artificial intelligence. The round was co-led by Sequoia Capital and Lightspeed Venture Partners. Participating investors included Nvidia, DST Global, Index Ventures, Google, and the UK Sovereign AI Fund, the British government’s recently established vehicle for backing strategic AI capacity on home soil. A bet on a different path to general intelligence Ineffable Intelligence was founded in 2025 by David Silver, the former Vice President of Reinforcement Learning at Google DeepMind and the principal architect of AlphaGo, AlphaZero and AlphaStar. He is joined by three further DeepMind alumni: Wojciech Czarnecki, Lasse Espeholt and Junhyuk Oh. All four have spent the past decade at the frontier of reinforcement learning research, the discipline behind some of the most consequential demonstrations of machine learning over the past ten years. The company describes its objective as building a “superlearner” — an AI system capable of acquiring knowledge directly from its own experience rather than from human-generated text or imagery. “Our mission is to make first contact with superintelligence,” Silver said in a statement accompanying the launch. “We are creating a superlearner that discovers all knowledge from its own experience, from elementary motor skills through to profound intellectual breakthroughs.” The framing is a deliberate departure from the dominant industry trajectory. Most leading AI laboratories, including OpenAI, Anthropic and Google DeepMind itself, have built large language models trained primarily on the corpus of the internet, then refined that training with human feedback. Ineffable’s wager is that the marginal returns on scaling text-based pretraining are diminishing and that the next leap in capability will come from agents that learn endlessly from the consequences of their own actions, in much the same way AlphaZero learnt the game of Go without studying any human matches. Why $1.1 billion at seed The size of the round is unusual even by the inflated standards of the 2026 AI capital cycle. Two factors appear to explain it. First, frontier reinforcement learning at the scale Ineffable describes is computationally extraordinarily expensive: the company will need to operate vast simulation environments and train very large models against them, an undertaking that consumes capital at a rate closer to physical R&D than to traditional software. Second, the round signals a strategic move by Europe’s investor and policy ecosystems to retain the most ambitious AI researchers on the continent. The presence of the UK Sovereign AI Fund alongside Sequoia, Lightspeed and Nvidia is the clearest expression of that intent. The British government has publicly framed the investment as a bet on breakthrough AI that “can discover new knowledge”, positioning the country as a willing co-investor in domestic frontier laboratories. For Ineffable, the implication is access not only to capital but to compute, regulatory engagement and the still-resilient academic talent base around UCL, Oxford, Cambridge and Imperial. Founder pledge of historic scale Alongside the funding announcement, Silver disclosed that he is committing 100 per cent of any personal proceeds from his Ineffable equity to charity via the Founders Pledge network — described by the organisation as the largest pledge in its history. At the round’s $5.1 billion valuation, that commitment could ultimately exceed several billion dollars if the company succeeds. It is a meaningful gesture in a sector where the reputational stakes around concentrated AI wealth are escalating, and one likely to be referenced in subsequent founder-led commitments. Implications for the European AI landscape Ineffable’s emergence reshapes the European AI map in three concrete ways. It establishes London as the home of the continent’s largest-ever seed-stage company, complicating Paris’s recent narrative of frontier-AI primacy after Mistral’s earlier rounds. It validates a thesis — that reinforcement learning, not transformer scaling, is the next frontier — that has lately been losing capital share to language-model incumbents. And it confirms that the UK government is now willing to act as a balance-sheet co-investor in domestic AI laboratories, a posture much closer to the French model than to the predominantly grant-based regimes elsewhere in Europe. The execution risk is non-trivial. Reinforcement learning at frontier scale has historically required years of careful environment design before producing competitive systems, and Ineffable’s “first contact” framing sets a high bar against which it will be judged. But for now, with a billion dollars on the balance sheet, four of the discipline’s most accomplished researchers in the founding team and a sovereign co-investor at its back, Ineffable Intelligence is the most heavily resourced new entrant in the European AI cycle. Sesamers covers European fundraising rounds across deeptech, fintech and AI. Source: tech.eu.

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