In her book "Bird by Bird," Anne Lemott describes the harrowing task of putting an octopus to bed: You give everything you have as you wrestle and fight just to get four or five tentacles under the sheets. And, all the while, three more of those strong, spindly, sucker arms break free.
For those across our industries navigating the sustainability terrain, the metaphor is apt. Sustainability—for a single company or entire industry—is simply overwhelming. Yes, it is imperative, but it also is much more easily articulated than achieved. Because sustainability simultaneously requires technologies we have, infrastructure we don't and innovation that we desperately need.
The automotive industry, for one, is racing—somewhat blindly—toward sustainability, and it has chosen to build its more sustainable future around battery electric vehicles. Globally, that rush toward sustainability via the electrified highway means manufacturing 44 million BEVs by 2030—a 500-percent increase from the 8.8 million rolling off production lines today.