Steve Howard

The big blue buildings of Ikea have sprouted solar panels and wind turbines; inside, shelves are stocked with LED lighting and recycled cotton. Why? Because as Steve Howard puts it: “Sustainability has gone from a nice-to-do to a must-do.” Howard, the chief sustainability officer at the furniture megastore, talks about his quest to sell eco-friendly materials and practices -- both internally and to worldwide customers -- and lays a challenge for other global giants.

For decades, investor and business leader Steve Howard watched companies pour money and effort into sustainability initiatives ... and still fall short. The problem isn’t a lack of will, he says; it’s that capitalism and climate have been wired to work against each other. He shares four realities that explain why even well-intentioned businesses fail at climate action — as well as a plan to flip the system, making green innovation so powerful the market can’t resist it.