Author: Guillaume Poitrinal

Formerly the Unibail-Rodamco CEO and the youngest CAC40 boss, Guillaume Poitrinal founded and runs WO2, a start-up real-estate company replacing concrete with solid wood, which is pioneering low-carbon real estate. Now accounting for EUR 400 million in turnover, the company built 300,000 sqm of offices around Paris and is building 1,000 new flats per year.

What: Poitrinal is de facto a player in the ecological transition, he shares his thoughts on the debate around the notion of modern ecology: on one hand, a sterile vision of ecology based on de-growth, and on the other hand, the hope of a fruitful positive ecology.

Why it is important: Condemning politically correct ecology and actions, he offers an entrepreneurial, clear-headed defence by choosing to combine ecology, consumption and growth. Eco-modernism is a winning model here. Low-carbon prosperity is possible and environmental responsibility is compatible with the profit motive as it is another form of profit. However, the angles taken and the lack of deep arguments for some of his positions make that book more of a political platform than a truly operational tool for CEOs and C-Suite.

Pour en finir avec l’apocalypse, Une écologie de l’action