As people and as professionals, learning about sustainability and what needs to change is hard enough and actually making change even harder, let alone when our friends and peers aren’t supportive and on the journey with us. What a challenge, Enrique! I had a similar reaction to Laura and wondered if fear of change was the driver of these reactions you are getting. The amount of change society and businesses need to make is so momentous that it can overwhelm and paralyse us, or make things like climate change seem like something “out there” that doesn’t affect us and that we can’t impact. I wonder if finding smaller issues that are closer to home could help your cause – are there sustainability challenges that Madrid is facing that would be more ‘real’ for your friends, where social enterprises or other organisations are developing local solutions? Could this be a way to engage in a more meaningful conversation?