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In this episode of the Sustainable Ambassador Podcast, Rich Brubaker sits down with Ralph Thurm, founder of a|head Ahead and co-founder of r3.0, to explore a pressing question: Has the sustainability movement lost its way? Drawing on decades of experience—from Siemens and Deloitte to his leadership role at GRI—Ralph delivers an unflinching critique of the current state of sustainability. Through our conversation, he questions whether sustainability, as it's practiced today, even exists, and together we unpack what went wrong—from flawed assumptions and missed opportunities to the industry's failure to deliver systemic transformation—and what needs to happen now to reclaim the original purpose of the movement. LISTEN / SUBSCRIBE TO THE PODCAST Spotify: https://open.spotify.com/show/1eTyAfa... Apple: https://podcasts.apple.com/dk/podcast... Amazon: https://www.amazon.com/Sustainable-Am... acast: https://shows.acast.com/sustainable-a... iHeart: https://www.iheart.com/podcast/269-su... TIEMSTAMPS: 0:00 - Sustainability is in LIMBO 0:29 - Ralph’s Background and Early Inspiration 2:31 - The Search for Structure and Joining GRI 3:29 - Development of GRI G2/G3 and Move to Deloitte 4:12 - Early Energy and Vision for Sustainability 5:27 - Where Are We Now? The Sustainability Illusion 6:43 - The Numerator Problem and Lack of Context 8:01 - Less Degeneration vs. Real Progress 9:34 - Folding Sustainability into a Broken Economic System 10:22 - Did the Wrong People Lead the Movement? 12:33 - Incrementalism and the Business Case Trap 15:26 - Current State of the Sustainability Profession 17:36 - The Role of Standards Bodies 18:55 - What GRI Got Right—and How It Was Lost 21:37 - The Failure to Move Beyond ESG Data 24:06 - Toward Collapse, Resilience, and Systemic Reimagining 25:30 - The Shift from Global to Local Relevance 27:36 - Failed Concepts That Must Be Let Go 31:50 - Signs of Hope Through Localization and Innovation 33:35 - Finding Peace While Building What’s Next 34:36 - The Bio-Regional Movement 39:53 - Advice to Young Professionals About Collective Responsibility Based in Shanghai, Collective Responsibility is a strategic advisory firm founded by Richard Brubaker, one of Asia’s most recognized authorities on sustainability, innovation and responsible leadership. Founded with the fundamental belief that a sustainable world can only be achieved through awareness of issues, finding tangibility in business cases, and development of cross-sector collaboration, Collective Responsibility acts as a knowledge base, catalyst, and facilitator between stakeholders. Our mission is to: – Create a knowledge base and catalyze discussion of issues related to the development of civil society, business sustainability and social development in Asia. – Develop tangible interests, engagement, and action on issues of sustainability (economic, environmental and societal). – Develop organizational capacity with the aim to help create stable and profitable enterprises. Follow Us: Website: http://www.coresponsibility.com LinkedIn: / collective-responsibility WeChat: http://www.coresponsibility.com/wechat/ Podcast: https://shows.acast.com/sustainable-a... Contact Us: Social@coresponsibility.com