Here is a short story from last summer, which clarifies the roles when integrating sustainability into daily operations.
And it is about my daughter.
She is 8 years old and during the summer she took swimming lessons. One day, during one of the lessons, I got a call from my husband telling me: “they are going to swim 600 meters, in the ocean”!
First of all, I almost fell off my chair.
She can never do that!
In the ocean?!
She is 8 years old!
She is going to drown!