The global conversation around innovation and sustainability often presents these two concepts as opposing forces—one focused on speed, disruption, and market growth, the other on caution, regulation, and long-term environmental responsibility. But Eva Kazanskaia, a leader in sustainable investment and technological innovation, believes these forces must not only coexist but actively support each other.
“Technological innovation is not slowing down. Sustainability cannot afford to be an afterthought—it must evolve with innovation, or we will face serious consequences,” she says.
The Challenge: Moving Beyond Greenwashing
Many corporations rush into ESG (Environmental, Social, and Governance) initiatives without fully understanding how to implement real change. They focus on PR-friendly sustainability reports rather than actual impact. This disconnect leads to greenwashing, where businesses make bold sustainability claims but fail to follow through with meaningful action.
“Companies need time to truly understand how sustainability operates within their business models. Otherwise, ESG risks being dismissed as a branding exercise rather than a real business necessity,” Kazanskaia warns.
How to Balance Innovation with Sustainability:
Track Where the Industry Stands – Is sustainability adoption still in the early phase? If only large institutional investors are involved, the sector is still new. If individual angel investors are entering, it means real progress is happening.
Integrate ESG from the Start – Companies must treat sustainability as a fundamental part of their business strategy, not an add-on.
Government & Business Must Work Together – Sovereign wealth funds and policymakers play a critical role in ensuring sustainability and innovation grow together.
Looking ahead, Kazanskaia believes sustainability will become as fundamental to business discussions as profitability and efficiency. The question is no longer “Should we prioritize sustainability?” but rather “How do we make sustainability and innovation work together at scale?”
