Fred Luks • Making the good life possible

Ideas ahead of their time

Much has changed in the world since the first episode of Greiner Talks with Fred Luks was released in 2020. For Fred Luks, the biggest personal shift was becoming a father. This life event sharpened his sense of urgency: “I’m becoming more impatient because it’s so obvious that we are fundamentally on the wrong track as a society.” Yet fatherhood also strengthened his commitment to hope ─ a theme deeply embedded in his books and writing.

Professionally, Luks has spent decades navigating academia, financial services, and public discourse, consistently pushing sustainability forward long before it became a mainstream corporate concern. Looking back, he admits that many of his early ideas were shaped by a certain naive optimism that didn’t always align with corporate thinking. However, he still feels that balancing pragmatic judgement with a touch of idealism remains important.

Complex times require new thinking

Today’s world is even more complex ─ marked by geopolitical instability, the climate crisis, and rapid technological shifts such as AI. Sustainability often risks dropping down the priority list. But Luks argues this is precisely why it matters more than ever. One thing is clear: Complex times require new thinking.

“We need ideas about how we live together, how we treat animals, how we eat, and how we organize mobility.” – Fred Luks

Yet he warns against oversimplification. Simple solutions appeal to our desire for security, but they rarely work for systemic problems. Instead, Luks calls for honesty, curiosity, and a willingness to embrace complexity ─ paired with strong policies and economic frameworks that make sustainable choices not only possible, but attractive.

So how do we keep moving forward? Fred Luks believes it’s about balancing realism with optimism. It’s about making sustainability attractive, engaging and fun – always connecting it to everyday life. And ultimately, seeing it as part of the “good life”. Get inspired and listen to the full episode now!

Our corporate podcast Greiner Talks is coming to an end. Stay tuned for a special goodbye episode with our host to get some insights, background information and behind the scenes – or listen back to some of our highlights exploring what it takes to change the world.

Click here for all episodes of Greiner Talks