VeChain's CEO, Sunny Lu, believes that businesses can achieve transparent sustainability by leveraging emerging technologies such as digital tracking, recording, and verification. Lu highlights the importance of addressing consumer demand for sustainability and the need for businesses to back up their claims with real data. He cites examples like McDonald's reusable cup program, which uses digital tracking and incentives to drive ongoing use and provide verifiable sustainability data. Lu also mentions the prevalence of "greenwashing" and urges businesses to adopt technologies like NFC, digital tracking, and blockchain to ensure trust, transparency, and traceability in sustainability initiatives. VeChain itself is already making an impact through its VeBetterDAO platform, which rewards users for sustainable actions. Lu calls on industry leaders to embrace technology and serve as role models in implementing sustainable processes.



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