The "Chiefs" of the companies that collaborated in the EMF C-Suite Forum of the Executive Master in Finance at SDA Bocconi offered original perspectives on the impact of elements such as innovation in business and finance on sustainability. On one hand, technological innovation must be accompanied by changes in the business models of companies and society itself in order to increase circularity; on the other, there is a need to start discussing "sustainable sustainability" from an economic perspective, supported by a broader set of measurements than the current one. Finance can help in all of these aspects.