The European Union has put forward a highly ambitious plan to future-proof the continent: the EU Green Deal. It is rare that we see things develop this quickly and this profoundly at EU level. Companies need to build proactively a strategic sustainability management to be well prepared for the upcoming changes. During this expert talk between Jan Lorch (CSO, VAUDE) and Maïté Angleys (Advisor CR, BSI), we will look at the success story of VAUDE and which factors are crucial to embed sustainability as part of a successful business model.