SUSTAINABILITY
learning, dialogue and co-creation that mindsets shift and new governance logics emerge. An evolving platform for impact As INSURE.Hub enters its next phase, the emphasis is shifting from consolidation to selective scaling. Priorities for the coming five years include deepening regenerative governance capabilities, expanding applied innovation and evolving executive education towards more immersive, challenge-driven formats. A defining development will be the internationalisation of the hub through partnerships with business schools in Brazil, India and China. These collaborations will establish regional nodes adapted to local sustainability challenges, enabling mutual learning, applied research and further engagement with students and executives. The ultimate goal is to build a transnational ecosystem linking Europe, Latin America and Asia around shared sustainability transitions. Universidade Católica Portuguesa’s INSURE.Hub illustrates how business schools can move beyond rhetoric and play an active role in shaping more sustainable and regenerative futures. By integrating education, communication, innovation and ecosystem collaboration, the hub demonstrates that sustainability is not a peripheral concern but a core strategic capability. For Católica Porto Business School, meanwhile, the hub is both a reflection of the institution’s mission to develop professionals for a global, sustainable and ethical society, as well as a living laboratory for reimagining the purpose of business education. For the wider business education community, it offers a replicable model of how institutions can create meaningful impact, not only by teaching about change, but also by enabling it.
Students work on real sustainability challenges posed by partners within the ecosystem, ranging from decarbonisation roadmaps and sustainable supply chains to regenerative housing and food systems. These interactions and exposure help bridge the gap between theory and practice, while reinforcing the idea that sustainability is a strategic, organisational issue rather than a specialised function. Alumni, many of whom occupy leadership roles, often return to the hub as project sponsors, guest speakers or mentors. In so doing, they contribute to a virtuous cycle of learning and impact, reinforcing the school’s mission to educate responsible leaders that are equipped to navigate complexity. Challenges & lessons learned INSURE.Hub’s journey has not been without challenges. One of the most persistent has been the tension between urgency and depth. Organisations often seek quick answers to regulatory or reputational pressures, while systemic change requires time, reflection and experimentation. Balancing these expectations remains an ongoing task. Another challenge lies in sustaining transdisciplinary collaboration. Bringing together diverse actors – academics, executives, policymakers and civil society – demands a shared language and mutual trust. This has required careful facilitation and a willingness to embrace ambiguity and contestation. Moreover, a key lesson from the first five years is that sustainability communication is most powerful when it is embedded in practice. Reports and frameworks matter, but it is through experiential
João Pinto is dean and professor of finance at Católica Porto Business School, Universidade Católica Portuguesa. He is also a member of the executive committee of Universidade Católica Portuguesa – Porto and co-leader of INSURE.Hub
Business Impact • ISSUE 1 • 2026
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