Justin Bean, a leading sustainability strategist, is a “pragmatic optimist.” In a world chock full of negativity, crises, and uncertainties, he envisions a sustainable, abundant, and equitable future with enormous business opportunities.

Justin’s penchant for seeing the sunny side of life is captured in his book What Could Go Right?: Designing Our Ideal Future to Emerge from Continual Crises into a Thriving World. In fact, he argues that society at large is actually in better shape than ever before in human history. So, rather than focus on what could go wrong, he asserts, people should envision an ideal future, where they work peacefully together to meet humanity’s needs despite the many coming disruptions.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Bean joins host Ken Beaulieu to discuss key aspects of his book, including how business can drive exponential, purposeful change.