Leading Through Uncertainty: Dhruv Raina’s Call to Action for Trade Associations
Each year, the Vinyl Institute organizes a meeting of the vinyl trade associations to discuss common sustainability challenges and opportunities. More than 25 trade association executives from a variety of product sectors attended this year’s meeting.
Dhruv Raina, Director of Sustainability Performance, Data & AI at Accenture, delivered a keynote that resonated deeply with the challenges—and opportunities—facing trade associations today. His talk, Navigating Sustainability in a Changing Political Landscape began by acknowledging the growing skepticism around corporate climate commitments. Referencing recent reporting, he noted that many large companies are quietly walking back their environmental goals, driven by political pushback, internal conflicts, and the rise of anti-ESG narratives.
Yet, he argued, this moment of uncertainty is also one of opportunity. “Trade associations like yours,” he said, “can lead with resilience, unlock opportunity, and steer through the headwinds of regulatory uncertainty and public scrutiny.”
The Political Crossroads of Sustainability
Drawing from recent headlines—including Bloomberg’s exposé on corporate climate backtracking—Dhruv highlighted the growing tension between ESG popularity and true corporate commitment. He pointed to internal power struggles, the rise of anti-ESG narratives, and the need for strategic—not performative—sustainability. “The easy work has been done. Now it’s transformation or bust.”
Why Trade Associations Matter More Than Ever
Dhruv emphasized the unique role of trade associations in shaping policy, guiding strategic communications, and fostering pre-competitive collaboration. He urged the vinyl product trade associations to:
- Lead regulatory engagement and shape how vinyl is understood in new frameworks.
- Equip members to speak credibly about circularity and innovation.
- Launch unified data initiatives for traceability and digital readiness.
- Build coalitions to reduce risk and share cost.
- Craft a shared, credible sustainability narrative with distinct U.S. positioning.
A Call to Co-Create
Dhruv closed with a powerful call to action: “Sustainability isn’t just a compliance risk. It’s a credibility and growth challenge. Trade associations are the fulcrum. Let’s co-create an industry playbook that builds resilience and earns trust.” His message was clear: the vinyl industry has always evolved through challenge. Now is the time to lead—together.