As we start a new work week, many of us are still wrapping our heads around the reality that we’ve awakened to a much different world than the one we knew just a few days ago. Many of our colleagues are working remotely while their children stay home with them as schools shutter worldwide. All of us are concerned about our older family and friends, to whom COVID-19 poses the greatest risk.

The stories of devastation and desperate need coming out of Puerto Rico are heartbreaking. With a massive emergency response urgently needed and recovery efforts expected to take months (if not years), JetBlue has established a new program to help our crewmembers, customers and neighbors in Puerto Rico and the Caribbean: 100x35JetBlue.

System change is by far the most important sustainability issue in the corporate sector. Climate change and virtually every other major environmental and social issue only can be resolved through systemic changes at the sector and overarching system levels. Companies proactively involved in system change are the true sustainability leaders. Like current sustainability leaders, they will attain many financial and competitive benefits. This article summarizes the system change opportunity in the corporate sector and how companies can capitalize on it.

A paradigm shift is needed in business. Whole system thinking shows that two foundational business ideas are reductionistic, irrational and unintentionally destructive. The first is that it is acceptable for businesses to focus primarily on their own financial well-being without regard for the larger economic, social and environmental systems that enable business existence and success.