If you’re building a sustainability business or you’re a CFO who just got a net zero quote that made your eyes water I need nine minutes of your time.

Because I’m about to show you exactly why genuine climate work costs what it costs, and what happens to a business that refuses to charge for it.

I know, because that business was mine.

I built a sustainability consultancy to over a million pounds in annual revenue. Profitable. Growing. Real product-market fit. And I lost it. My family went into debt to keep it alive not because we were bad at the work, we were very good at it but because the market won’t pay what real climate action actually costs.

Stay with me, because by the end of this you’ll understand something most people in this industry only learn the hard way: the real price of net zero, and the one mistake that quietly kills good sustainability businesses. I made that mistake for twenty years. I’ll show you exactly where it cost me.