Understand why companies are not, in general, making the deep investments in sustainability that are required in order to bring about meaningful change. MIT Professor, Yossi Sheffi shares why consumers, despite stating otherwise in surveys, are not willing to pay more or make sacrifices in the name of environmental sustainability, and why such behavior may be rational. He will also explain how and why governments are also part of the problem. Presented at the 2019 ASCM Conference--Las Vegas, Nevada.