Turning Green into Gold

Sustainability sells—right? Or is it just pricey PR? As brands ride the green economy wave, are they making real change or just ticking boxes? Professor Veena Sahajwalla flips the script on waste, revealing how trash is a goldmine of untapped resources. Then, our panel gets real: Does sustainability shape media buying, or does it crumble when budgets tighten? No greenwashing, no fluff—just the hard truths on what it takes to turn sustainability into success.