ESG, GSG, and carbon accounting are more than just buzzwords—they are key factors in the transformation of modern businesses. In this episode of the Impulso Podcast, we dive deep into the intricacies of carbon accounting and its impact on businesses with Sam Hon, founder and CEO of CREX, and Shaolin Zheng, co-founder and CTO at NextBillion.ai.  Key highlights from this episode:  Carbon accounting is not just an environmental obligation but a tool for improving business efficiency;  Complexities of adopting carbon accounting, misalignment between management goals and operational realities;  Future of sustainability practices, and the role of data in driving change. Tune in as we explain what carbon accounting actually is, and how companies are integrating it into their operations while boosting profits.  Featured materials:  CREX | Linkedin NextBillion.ai | Linkedin Momentum Works Immersions: F&B innovations E86: Luckin Coffee opens 20,000th store, The Impulso Podcast E76: Starbucks vs Luckin in China, who is winning?, The Impulso Podcast E70: Succession - successful tech founders’ dilemma Chapters: 0:00 Intro 1:00 Why CREX and not TREX? 3:30 Aligning sustainability to your business goals 12:10 All about algorithms 21:35 Irrational behaviours - can they be changed? 30:48 Understanding (and changing) human behaviour 37:19 Recycling: Aluminium versus plastic 51:10 What is carbon accounting?