As sustainability becomes a growing business priority, fostering a culture of innovation is essential for diversifying product or service offerings and enabling customers to win in the market with sustainability-centric value propositions. John Garnett of Charter Next Generation (CNG) shares insights into intentional leadership and outlines strategic actions that organizations can take to establish a market-leading position in sustainability, highlighting both near-term and long-term strategies, initiatives, investments, and commitments. He outlines lessons learned from the CNG journey towards leadership in sustainable films and flexible packaging, and explores the general principles that can be drawn from these examples. Key focus areas include: Designing for the future – anticipating sustainability trends, aligning strategies, and building internal capabilities Leadership commitment – securing support and resources to drive long-term sustainability goals Strategic partnerships – collaborating across the value chain to meet evolving customer needs and pilot innovative solutions