The article "Shifting Focus in the Fight Against Core Environmental Challenges" by Gergana Y. Nenkov discusses the growing emphasis on addressing climate change and consumption waste as urgent global issues. While individual actions and consumer behavior changes are important, the author argues that a more comprehensive approach is needed to tackle these challenges effectively. The article highlights the limitations of focusing solely on individual responsibility and suggests that a shift towards meso-level business strategies is more promising. At the micro-level, consumer behavior changes can be influenced through education, activism, and eco-friendly purchasing. At the meso-level, businesses are taking significant steps to reduce carbon emissions and consumption waste, such as optimizing supply chains, investing in renewable energy, and implementing circular business models. At the macro-level, policy changes are crucial but less feasible in the short term. The article provides examples of companies like Google, Microsoft, IKEA, and Amazon that are making substantial investments in sustainability. It also discusses the importance of extended producer responsibility laws, waste reduction policies, and labeling legislation. Additionally, the article explores the development of circular business models, such as take-back programs and repair services, which are becoming more prevalent. To drive meaningful change, the author calls for a broader perspective that challenges prevailing business systems and norms. This includes understanding how to motivate companies to integrate sustainability into their business models, designing effective metrics to assess the impact of meso-level changes, and recognizing the collaborative dynamics of sustainability initiatives. The article concludes by emphasizing the need for a comprehensive, sustainable business approach to address core environmental challenges and preserve the planet for future generations.The article "Shifting Focus in the Fight Against Core Environmental Challenges" by Gergana Y. Nenkov discusses the growing emphasis on addressing climate change and consumption waste as urgent global issues. While individual actions and consumer behavior changes are important, the author argues that a more comprehensive approach is needed to tackle these challenges effectively. The article highlights the limitations of focusing solely on individual responsibility and suggests that a shift towards meso-level business strategies is more promising. At the micro-level, consumer behavior changes can be influenced through education, activism, and eco-friendly purchasing. At the meso-level, businesses are taking significant steps to reduce carbon emissions and consumption waste, such as optimizing supply chains, investing in renewable energy, and implementing circular business models. At the macro-level, policy changes are crucial but less feasible in the short term. The article provides examples of companies like Google, Microsoft, IKEA, and Amazon that are making substantial investments in sustainability. It also discusses the importance of extended producer responsibility laws, waste reduction policies, and labeling legislation. Additionally, the article explores the development of circular business models, such as take-back programs and repair services, which are becoming more prevalent. To drive meaningful change, the author calls for a broader perspective that challenges prevailing business systems and norms. This includes understanding how to motivate companies to integrate sustainability into their business models, designing effective metrics to assess the impact of meso-level changes, and recognizing the collaborative dynamics of sustainability initiatives. The article concludes by emphasizing the need for a comprehensive, sustainable business approach to address core environmental challenges and preserve the planet for future generations.