Let’s Walk Episode 7: Greenwashing or Sustainable? Exploring Berlin with Florian Lüdeke-Freund

Let’s Walk is ESCP Business School’s conversation series where ideas come alive on the move. In this episode, host Anobla heads to Berlin to meet Florian Lüdeke-Freund, Professor of Corporate Sustainability at ESCP, to explore how businesses can be both profitable and sustainable.

Walking from the Brandenburg Gate to Victory Column and through the City of Berlin, this episode explores what makes a business model truly sustainable, how to tell genuine progress from greenwashing, and how future leaders can drive change without feeling overwhelmed.

What makes a business model sustainable?

Prof. Lüdeke-Freund’s interest in sustainability began as a student, when a course in environmental economics showed him that traditional economic models often overlook resource scarcity and the impact of business on the natural environment.

Today, his teaching focuses on how companies can integrate ecological and social issues into their strategies, business models, and marketing.

For Lüdeke-Freund, a sustainable business model creates ecological and social value alongside value for customers. “You can be very competitive and very sustainable at the same time,” he explains.

He points to German outdoor brand Vaude as an example. The company produces long-lasting, high-quality products, works to reduce its environmental footprint, and helps people with disabilities find employment.

Where research meets business practice

To bring research and business closer together, Lüdeke-Freund co-founded ESCP’s STAR Centre, a centre for sustainability transformation and applied research. It offers a space for researchers and practitioners to exchange ideas, test new formats, and collaborate on joint research.

His work also reaches entrepreneurs directly. His co-authored book, Sustainable Business Model Design: 45 Patterns, brings together cases of companies that have redesigned their business models to make ecological and social contributions, offering a practical toolbox for business leaders.

Advice for the next generation of leaders

At the EUREF Campus, an innovation hub where companies and research institutes work on the energy and mobility transition, the conversation turns to future leaders.

For those who feel overwhelmed by climate change, AI, and political uncertainty, his advice is simple: focus on one thing at a time and decide where you want to contribute.

For Lüdeke-Freund, optimism comes from the power of choice, and from the willingness to be bold, decisive, and experimental.

Watch the full episode and discover all Let’s Walk conversations on the ESCP YouTube channel.

View the series