Bob Willard, Founder and Chief Sustainability Champion of Sustainability Advantage, is a leading expert on quantifying the business value of sustainability strategies and a dedicated BCORP advocate, prioritizing both people and planet. In this interview, he delves into the crucial mindset necessary for effectively addressing sustainability within the construction and infrastructure sectors, particularly in project procurement practices. He emphasizes the possibility of integrating profit and purpose by illuminating the demand side of procurement and how this can drive essential changes. Bob addresses the hindrances affecting the global achievement of net-zero targets, the market dynamics propelling sustainability, and stresses the significance of government procurement processes in shaping the market, and the importance of the Science Based Target Initiatives in upholding global governance.