John Wilson (00:00):
Devin, I can't thank you enough for being on the CEO Global Network podcast today. It's great to have you with us. Thanks for taking the—

Devin Goss (00:07):
Well, thanks very much for having me on.

John Wilson (00:09):
Yeah, no, great. And you're coming in from Calgary today, I imagine, on the call? Yeah, that's terrific. Let me just tell everybody listening and watching a little bit about you, just a little quick thumbnail sketch. You're the CEO of Mission ESG. You've had that organization for three and a half years. You're the CEO of—

Devin Goss (00:14):
That's correct.

John Wilson (00:30):
17 years, right? And you're the founder of both those companies. And if you go back far enough in your career, financial planner with RBC Wealth Management, we're going to talk about that shift in a second. I would be remiss if I did not mention your education, Devin—Master of Science Applied Neuroscience from King's College London, Master of Science Behavioral Science from LSE, Master of Business and Sustainability from Waterloo, and Bachelor of Commerce from Nipissing University. You’ve got a really firm foundation there on your career, right?

Devin Goss (01:15):
Garbage man stuff, John, I assure you.

John Wilson (01:17):
Yeah, exactly. Exactly.

Bold Question:
John Wilson (01:17): So first question for you: you move from finance into sustainability and now lead two purpose-driven organizations. What moment or insight made you commit your career to environmental impact and ESG?

Devin Goss (01:39):
Well, that's a good question… [answers about 2009 financial crisis, entrepreneurial opportunity, embedding values].

Bold Question:
John Wilson (02:21): With degrees in both behavioral science and applied neuroscience, how are you using human behavior and brain-based insights to influence sustainability adoption inside organizations?

Devin Goss (02:34):
Behavioral science is really about understanding how environmental factors influence behavior… [continues about defaults, norms, incentives, marketing].

Bold Question:
John Wilson (03:26): Blue Planet has been operating for 17 years. Rare longevity in an industry that’s evolved dramatically. What has been the biggest shift in recycling culture since you began in 2009, and how did you adapt?

Devin Goss (03:45):
Initially commodity-based… now user-pay system… [explains policy changes, landfill diversion, environmental impact].

Bold Question:
John Wilson (04:47): Mission ESG sits at the intersection of compliance, culture, and change. What’s the most common misconception leaders have about ESG that holds them back from meaningful progress?

Devin Goss (04:58):
Many see ESG as marketing or positioning, but we approach it as corporate citizenship… [explains license to operate, economic and environmental benefits].

Bold Question:
John Wilson (06:12): You’ve worked in banking, built a recycling business, and now advise others on ESG strategy. What leadership lesson carried across all three industries?

Devin Goss (06:28):
Leading with vision and culture, embedding values, walking the talk, and gaining trust… [explains license to operate and culture].

Bold Question:
John Wilson (07:34): Devin, one last question: behavior change is core to sustainability success. If you could embed one simple habit in every company to accelerate ESG goals, what would it be and why?

Devin Goss (07:53):
Stakeholder engagement. Considering the effects of decisions on employees, shareholders, and communities… [explains long-term decision-making benefits].

John Wilson (09:01):
Yeah, that’s extremely interesting. Thank you so much, Devin. You’ve really given us a window into an interesting industry and shared valuable leadership insights.

Devin Goss (09:31):
Thanks very much for having me on. Appreciate it as well.