What if we've had it wrong all this time? Trying to persuade people to become more sustainable by using images of starving polar bears and whales with stomachs full of plastic or talking about the impact of climate change on future generations and people in far-off lands. What if the key to sustainability communications and change is actually to focus on you and I, here and now and the consequences for us if we do not change?

The idea of moving away from messages of guilt and shame and unrelatable scenarios, and towards an attitude of "let's get it done and make great business out of it" is something about which our latest The Switch podcast guest is passionate. Where we focus on the positive implications of a planet in balance for the individuals, companies or governments of today.

We welcome Mattias Goldmann to the podcast, founder of the 2030-secretariat for a decarbonized transport sector, and CEO of Goldmann Green. Mattias has been called Sweden's most influential voice within sustainability, he was knighted by the French President for his climate work and has won the lobbyist of the year award. He was previously Chief Sustainability Officer of Europe's largest technical consultancy, Sweco, CEO of Sweden's green and liberal think tank Fores, spokesperson for the Swedish Green Motorists, and elected for office for the Green Party.

Together we explore how to engender change, why companies without an environmental purpose will be left behind, how we can take learnings from adapting to crises such as pandemics and wars and apply them to the green transition, and much more. Tune into the Switch!