Sustainability is a tough nut to crack. Just as you fix one problem, a new one arises. Maybe you've solved an environmental issue but neglected the social aspects. Perhaps you've reduced pollution potential but, in doing so, increased the carbon footprint.

We call this a ‘wicked problem’: there's often no simple or obvious solution. In fact, a lot of times, we'll find ourselves a little daunted by a sustainability challenge and we’re left asking 'how am I going to solve this huge, knotty issue and find a route to real positive change?'

That's where the octopus comes in… this tentacle-clad fella serves as a reminder that great sustainability-driven innovation begins with a conversation. It requires everyone to join forces and tackle the challenge, together.