Terra Carta

Building a sustainable future

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Towards sustainable markets

For more than five decades, His Royal Highness The Prince of Wales has been a champion for the fight against climate change and biodiversity loss. 

With the Sustainable Markets Initiative, His Royal Highness is gathering a global ‘coalition of the willing’ who share the vision around the need to accelerate global progress towards a sustainable future.

The Sustainable Markets Initiative was launched by His Royal Highness at The World Economic Forum 2020 Annual Meeting in Davos together with a 10-point action plan to kickstart bold and imaginative action across the next decade.

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    A new economic model

    In sustainable markets, the economy operates in favour of people and planet while contributing to growth and prosperity. To achieve this we need three major market transformations:

    • A dramatic shift in corporate business models

    • An aligned, incentivised and mobilised financial system

    • An enabling environment that attracts investment and incentivises action

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    His Royal Highness's call to action

    Delivering action and results

    The Sustainable Markets Initiative currently consists of several programmes aimed at creating global engagement, inspiring change and accelerating investments towards sustainable markets:

    Facilitating acceleration

    Country engagement

    Engaging with country leaders to support their transition efforts and to link them with industry and investment that are in line with their national transition priorities with the aim of facilitating acceleration and scale.

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      Inspiring ideas


      A content platform showcasing the most inspiring business innovations and ideas for a sustainable future through a series of films curated by editor-in-chief, HRH The Prince of Wales. 

      RE:TV went live in September 2020 at the 75th United Nations General Assembly to promote the Sustainable Markets Initiative globally.

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      Flagship initiatives

      • Terra Carta A charter that provides a roadmap to 2030 for businesses to move towards an ambitious and sustainable future; one that will harness the power of Nature combined with the transformative power, innovation and resources of the private sector.

      • NCIA: At the One Planet Summit in January, HRH The Prince of Wales announced the Natural Capital Investment Alliance (NCIA) as an important and aligned theme to the Terra Carta. The NCIA aims to attract members from the finance community to create scale in natural capital investing

      • G7 In June 2021, HRH met G7 leaders and CEOs to call for coordinated action to tackle climate change. This was the first time CEOs had an official meeting with world leaders at a G7 Summit focussed on building a sustainable future. The CEOs represent over 300 global business leaders who form part of the ‘Coalition of the Willing’ convened by The Prince of Wales as part of the Sustainable Markets Initiative.

      • The Terra Carta Design Lab, is an initiative launched by HRH with Sir Jony Ive. In collaboration with the Royal College of Art (RCA), the Terra Carta Design Lab invites the world’s most talent design students to design high-impact, low-cost solutions for Nature, People and Planet. Link to press release