A decade ago at the Sustainable Brands conference, Freya Williams launched Green Giants, the landmark book that examined companies merging social responsibility with profitability. These pioneers collectively represented more than sixty billion dollars in revenue—often outpacing their conventional peers in growth and profit margins. The book offered a blueprint for building sustainable businesses while achieving financial success. Ten years later, Freya returns to the SB stage to reflect on those original green giants, and to explore what it takes to scale sustainability into true competitive advantage in 2025 and beyond, and the next era of billion-dollar opportunities for brands that lead with purpose.

What does it take to spark a movement of hope powerful enough to drive real-world change? The documentary series 50 States of Sustainability set out to answer that question—by capturing stories of resilience, innovation, and determination from every corner of America. Hear from series creator Larry Confino about the inspirations and motivations behind the making of the series, from uncovering local solutions to climate challenges to spotlighting the people and communities redefining what progress looks like. Guided by the theme Hope = Action = Impact, this session will explore how storytelling can bridge divides, shift mindsets, and inspire collective action. Gain a behind-the-scenes look at how the series was conceived, the challenges and triumphs along the way, and the vision for how these stories will ripple outward to create tangible impact. Come ready to consider how your own story can fuel the chain reaction of hope, action, and impact our world urgently needs.

Prepare to be energized, challenged, and inspired by the unforgettable voice of Theo E.J. Wilson. Known for his electrifying presence on stage and his ability to connect deeply with audiences, Theo brings a unique blend of storytelling, insight, and performance that leaves no one unchanged. Weaving together personal experience, cultural commentary, and powerful calls to action, he has a way of sparking new ways of thinking and igniting conversations that matter. Theo will address the moment we are in and leave attendees feeling, reflecting, and walking away with a renewed sense of possibility.

In this inspiring perspective on our personal empowerment, Laura Di Bonaventura from MUUS Climate Partners reflects on what the average person do to combat climate change and remain resilient.

As we bring SB’25 to a close, we will pause for an uplifting, no-spin reckoning with what this week revealed—and what it asks of us next. Reflecting on the moment we are collectively experiencing, we will surface the progress that has been made, and the resilience mindset needed to continue the journey. Expect a moment of gratitude, a few hard truths, and a practical roadmap for personal resilience and momentum to keep the conference glow alive.

As we bring our time together to a close, join us for a collective moment of gratitude, connection, and hope. This interactive closing ceremony invites you, the SB community, to share what’s moved you, inspired you, and challenged you over the past few days. Whether it’s a breakthrough idea, a meaningful conversation, or a renewed sense of purpose, this is your opportunity to speak from the heart. Together, we’ll celebrate the experiences and insights that make this movement so powerful, and set our intentions for the impact we’ll create in the future. Come ready to listen, share, and carry the energy of this week forward into the work that awaits beyond San Diego.

A wrap of our week together at SB'25 San Diego.