The Role of Optimism and Business Trust in Driving Sustainability

This chapter explores how optimism plays a crucial role in motivating individuals to change their behaviors towards sustainability and climate change, highlighting the impact of positive outlooks on actions like water conservation and electric vehicle adoption. It also delves into the differences in priorities between individuals in emerging economies and developed countries, emphasizing affordability as a key factor. The chapter touches on the low trust in business regarding sustainability, but suggests that increasing climate change impacts are pushing companies to take a more proactive approach.