What if digital transformation wasn’t just an economic imperative—but the missing accelerant for real environmental progress?

In this episode of Inside Reinvention, Andrew Wrobel is joined by Petra Čičik, the sustainability lead at Microsoft for Central and Eastern Europe, to explore how the region’s future competitiveness hinges on the fusion of digitalisation and sustainability.

Drawing on Microsoft’s Digital Futures Index and the company’s own carbon commitments, Petra explains why digital skills, data visibility, and cloud infrastructure are not only smart business choices—they’re critical enablers of carbon reduction, energy efficiency, and long-term viability.

But this conversation goes beyond strategy. Petra reflects on the cultural shifts needed within companies that are still at the very beginning of their sustainability journey. She shares how Microsoft is closing the sustainability skills gap, why transparency is key to accountability, and what it really takes to turn pledges into performance.

Together, they unpack the practical first steps—from data collection to mindset shifts—that any organisation, no matter its size or sector, can take today to stay relevant tomorrow.

This is a conversation about purpose and pragmatism, about how to move from buzzwords to baselines. For leaders in Central and Eastern Europe—and anyone grappling with where to begin—this episode offers a clear, actionable starting point.

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