It is difficult to list all the ways in which Keith Weed has shaped modern marketing, either through his work at Unilever or as chair, president or fellow of the many business and marketing societies he has led. One of his more recent appointments is as chair of not-for-profit group Collectively. He says: “My biggest challenge is also what I see as our biggest opportunity and that is engaging people at scale around living more sustainably.” He says millennials are more ‘planet aware’ and are the future leaders so businesses need to “step up to create models that will enable consumers to lead a more sustainable life”.