Solitaire Townsend cofounded Futerra, a leading sustainable development communications agency, working with global brands, charities, and governments to make sustainable development so desirable that it becomes normal. Townsend advises clients including Danone, Sony, Mondelēz, and the UN on how to make green messages great. She provided counsel for the 2012 London Olympic Games and works closely with leading Brazilian brands Petrobras and Itaú. She is passionate (and occasionally argumentative) about the need to make sustainability desirable rather than doom-laden. As she says, “Selling sustainability isn’t like selling a new brand of soap; it’s like persuading people to use soap in the first place.” Townsend was named Ethical Entrepreneur of the Year for 2008, is Chair of the UK Green Energy Scheme, and is a London Leader for Sustainability.