A Call for Transformative Innovation: Acting on the SDGs.

In a powerful speech at the United Nations' Regional Forum in Geneva, Morteza Ghorbani Eftekhar delivered a compelling message about the urgent need for a new approach to achieve the Sustainable Development Goals (SDGs). He opened with the stark reality that despite global efforts, the world is not on track to meet the 2030 targets. This moment, he argued, demands more than incremental changes; it requires a radical journey to transform entire systems, from the built environment to energy, industry, and transportation.

Eftekhar's core message centered on a profound idea: transformative innovation is not just about technology, but about people and relationships. The journey, he explained, begins with friendship and trust, which are the essential building blocks that lead to meaningful partnership and impact.

He challenged the audience to move beyond conventional, conservative thinking. He stressed that transformative innovation requires a culture of experimentation, one where we are open to new and even seemingly "crazy" ideas. It is in these bold and unconventional approaches that the potential for the largest positive effects lies.

He implored listeners to set aside their differences for the sake of making a tangible change in the world. The solution to global challenges, he asserted, starts not with policy or funding alone, but with the simple act of human connection. The speech culminated in a powerful call to action:

"LET's BE FRIENDs & HELP CHANGE THE WORLD TOGETHER."

The speech highlights the critical work of PurCity and its mission, aligning it with the broader global agenda of creating a sustainable future. It recognizes the vital contributions of the UN-ECE Transformative Innovation Network (ETIN) and UNECE Sustainable Energy, along with the many dedicated individuals who are working tirelessly toward these goals. The full version of the speech can be found on YouTube at https://www.youtube.com/watch?v=gHDZEfgt8zc