Gina MacIlwraith and Preston Buck at GreenBiz
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Reflections from GreenBiz 2025: Optimism, Business Value, & the Power of Connection
By Preston Buck, 3R Consultant, Sustainability and Business Development Specialist
GreenBiz came at the perfect time this year. After a whirlwind start to 2025—both personally and professionally—I was craving connection with my sustainability community. And as always, this event delivered.
The tone of the conference was a mix of urgency and optimism. I chose to lean into the voices that focused on solutions—on sustainability as a business imperative, not just a moral one. While many of us in this field are personally motivated by what’s right, the most effective way to drive impact is by rooting our work in business value. Resilience, risk management, and long-term strategy matter because the world isn’t static. Companies that embrace sustainability in a tangible way—tying it to financial and operational realities—are the ones that will thrive.
Throughout the week, I was reminded of lessons I’d heard before, but this time, they struck a new chord. (A great reminder from a panelist: People need to hear something seven times before it truly sticks!) One of the biggest takeaways for me was the power of trust—whether in sustainability, leadership, or career growth. Building trust is foundational, and a big part of this work is about bringing the right people together to solve the right problems.
Other key insights that stuck with me:
✅ Reframing sustainability messaging: ESG may be a buzzword, but most Americans don’t actually understand what it means. Talking about “responsibility” resonates more universally than ideological language.
✅ Make it physical and fiscal: Abstract ideas don’t drive change. When we tie sustainability to real business risks and opportunities, it clicks.
✅ The regulatory landscape is shifting fast: With CSRD, CSDDD, and evolving due diligence requirements, companies need cross-functional teams (not just a siloed Chief Sustainability Officer) to stay ahead.
✅ Sustainability leaders need patience & persistence over passion: Passion is great, but long-term change happens through strategic, steady progress.
GreenBiz left me with a lot to think about—especially around how to communicate sustainability in a way that brings people into the conversation rather than pushing them away. Now, the challenge (and opportunity) is taking these insights and applying them.