In this opinion piece, the author argues that capitalism should be viewed as a vital ally in the pursuit of sustainability rather than an adversary. Kontoleon critiques the current approach to sustainability, which often emphasizes superficial measures rather than substantial, transformative change. He highlights the urgency of addressing climate change, noting that despite numerous international efforts, global carbon emissions continue to rise. The paper advocates for integrating business thinking into sustainability initiatives, emphasizing the importance of aligning economic incentives with environmental goals. By harnessing the strengths of capitalism—innovation, competition, and market-driven solutions—businesses can create significant value while also addressing pressing ecological challenges. The author calls for a shift in mindset among leaders to embrace collaborative efforts and industry-wide partnerships that can drive meaningful progress toward sustainability.