Anyone working in the fields of corporate strategy and sustainability knows that we are going through a challenging moment: it is called disinformation. “Disinformation” was considered one of the greatest risks to doing business in the Global Risks Report 2026, published in January by the World Economic Forum. In reality, this risk contaminates public thinking, fuels media debate and often drives business decisions toward the darker side of short-term profit creation.

In this article, I would like to present a few concrete points to help us think more critically and in a more informed way about sustainability. These are themes that will be explored further at the event Agenda 2030: Past or Future, which we will host on March 20 at CATÓLICA-LISBON.

1. The idea that Europe is “ahead in sustainability” is wrong and only delays us further on the path to real competitiveness

Europe continues to lead in what it has always been strong at: regulation and bureaucracy. But those who truly lead the transition are the ones investing in the green technologies of the future. China understood this early and built a robust industrial strategy to dominate key sectors of the energy transition: batteries, electric vehicles, solar panels and critical minerals. Today it stands at the centre of the green economy’s value chains, and in environmental terms we depend heavily on it for the sustainable transition.

When in class I hear arguments that Europe will not be able to compete because of sustainability requirements, I always ask students to look at the data critically. The problem is not sustainability itself, but the risk of becoming trapped in regulation while others move forward with strategy and investment. If Europe does not accelerate investment in sustainable industry and does not transform its social values into a genuine engine of competitiveness and differentiation, we risk being left only with standards and regulatory burdens while others overtake us through action. We think we are the best, but we are not. We simply have the wrong strategy.

2. The time to accelerate sustainability is now. Those who do not move forward now will simply fall behind and lose competitiveness

If the argument above is true, it is also true that the current context of global fragmentation and economic, political, environmental and social crisis is real. Just a few days ago, IMF Managing Director Kristalina Georgieva warned us: “Think the unthinkable and prepare for it.” Crises will only increase. In this context there are two possible paths. One is the Malthusian perspective, which means surrendering to the noise of everyday uncertainty, allowing ourselves to be consumed by chaos, declining profits and growing social calamities. The other is the perspective of genuine prosperity: economic, social and environmental sustainability.

The current context is not inevitable and can indeed be changed. Although major global powers may be interested in generating chaos, Europe still has something to say, if it chooses to do so, and many states remain interested in peace and global prosperity. More than that, businesses are the real driving force behind the transformation the world needs. They account for around 75 percent of global GDP, and companies, not countries, dominate the top positions among the world’s largest economies. Among the 100 largest economies in the world, 74 are companies rather than countries.

Companies develop technology, companies employ human capital, companies drive investment and capital circulation, and companies are increasingly investing in sustainability, despite attempts by disinformation campaigns to suggest the opposite. Studies from the Financial Times, Morgan Stanley, Bain & Company, Accenture, the UN Global Compact, the Universidade Católica and many other organisations show that companies are investing more in sustainability, not less, even if they are doing so more quietly.

For each of us, the choice remains open. We can either believe in the winds clouded by the dust of daily noise, or we can seek reliable information and ask ourselves a simple question: is sustainability a cost for me, or a competitive advantage? If the answer is the first option, then slow down, but you will probably lose the fuel needed to lead the market. The future is sustainable, and those who position themselves today will certainly be investing in tomorrow’s advantage.

This is where we want Europe to be, not merely regulating, but leading the competitiveness of the future. That leadership must come through strong and competitive companies capable of confronting today’s adversities with resilience and market intelligence. It requires economic diplomacy, clear investment choices and the ability to manage both the short term and the medium to long term. After all, not everything that is sustainable is automatically good for countries, companies and markets. To discuss these issues and develop practical and robust roadmaps, CATÓLICA-LISBON continues to work closely with many companies in Portugal. Our doors remain open for these discussions and for creating responsible, solid and profitable business solutions. This is why we will gather on March 20, and why we will continue this work in the future through many different projects, so that discussion can generate clarity and clarity can lead to action.

As Peter Drucker once said, “The best way to predict the future is to create it.” The future will be what we choose it to be, but it is better to start taking action now.

Filipa Pires de Almeida, Executive Director - Center for Responsible Business and Leadership at CATÓLICA-LISBON