Faced with the reality of climate change, most companies seem to be focusing solely on reducing carbon emissions and improving environmental sustainability. Felix Salmon writes that if these companies want to adapt and survive, they need to also take steps to plan ahead for when climate change happens and adjust their long-term strategies accordingly: "Executives should try to imagine their companies 30 years down the line, struggling with the deleterious effects of climate change on profitability and corporate survival. But they don't."