How come founders don’t give a crap about sustainability?

When I talked to hundreds of founders at TechCrunch Disrupt this year, everybody seemed to be in a broad consensus that climate change is a bad thing. But still it seems like it is all lip service.

I recently used an AI tool to analyze my library of thousands of pitch decks to find out how many founders talk about the environment, climate change or sustainability in their pitch decks. The result was pretty dismal: Less than 1% of pitch decks mention any of these topics, and the ones that do are mostly startups specifically founded to address climate change.

That’s a travesty. If you’re a cog in a giant, 45,000-person, multinational corporation, you have some chance of being a grassroots influencer, but it’s hard to move a supertanker. As a founder, however, you’re in the rare position of being able shape a company the way you want.

If you care about equity, sustainability, parental leave — pick your poison — you have a chance to make a difference. Take that stand, make that statement, put it into your mission or vision statement or values. And share it as part of your pitch deck.

Startups are often held up as the vanguard. You are at the forefront of innovation and change, and the choices you make today will shape our world tomorrow. If we don’t think about sustainability at this point, there soon won’t be much else worth fighting for.

Imagine your startup not just as a business but as a beacon of change. By focusing on sustainable solutions, you get a win-win: You stand a chance of capturing the hearts of a growing eco-conscious consumer base while also painting your brand as a leader in a green revolution. This isn’t just smart; it’s visionary. And, in my opinion, it’s table stakes.

Sustainability is no longer optional; it’s a critical tool for risk management and long-term viability. Think beyond the immediate — efficient resource use, waste reduction and a smaller carbon footprint are your shields against the unpredictable tides of global markets and environmental crises.

It makes business sense, too.

In the race to attract the brightest minds, what better way to do so than by aligning with their values? A sustainable startup is a magnet for talent. The truth is, a startup cannot afford most of the talent it needs, so it should simply go after the subsegment of potential hires who prefer purpose over profit. These people will not simply work for you; they will champion your cause and drive your mission forward with passion and dedication.

Focusing on sustainability is about unlocking tomorrow’s opportunities. You have the unique chance of leading and creating groundbreaking, eco-friendly companies and business models. Founders have the extraordinary opportunity to redefine industry norms and make sustainability the new standard, especially in industries that don’t have sustainability at their core. Think about how you as a founder can make choices across your business that champion a greener planet and architect a legacy that transcends profits.

In embracing sustainability, you are choosing a path that intertwines success with responsibility, profit with purpose, and entrepreneurship with environmental stewardship.

In my mind, the question is not whether to integrate sustainability into your core values but how swiftly and effectively you can champion that within your organization and lead the charge toward a better, more sustainable future for all.