The S Word: Breaking Free from Sustainability Paralysis, Produced by our business units, C Space and Hall & Partners 

The climate emergency is arguably the most urgent existential issue facing our world today. Despite growing awareness and concern, the concept and language of “sustainability” often adds confusion and complexity as opposed to clarity. This report dives deep into the challenge to uncover what’s really holding brands and consumers back, and how we move forward. 

From pressure to possibility: It’s time to reframe sustainability. 

The S Word explores how “sustainability” can paradoxically stall climate action, as brands, consumers and governments struggle with distrust and competing priorities. Based on insights from over 4,000 participants across three continents, C Space identifies five key battlegrounds—cost, effort, closeness, trust and judgment—that are stalling action. 

The report doesn’t just describe the problem. It shows a path forward—where brands lead with purpose and pragmatism, and sustainability becomes less about box-checking and more about meaningful impact.