Prince Charles thinks the coronavirus pandemic has allowed an "unprecedented opportunity" to "rethink and reset" business.
Prince Charles
The 71-year-old royal appeared in a YouTube video to open Ecologi's online 'It’s Time - Festival of Climate Action' event and admitted he felt the "gathering" couldn't have come at a "more important moment" because there is an ideal opportunity to embrace "green recovery".
He said: "I am delighted to be join you for the It's Time festival. this virtual gathering could not have come at a more important moment in human history
"The current pandemic has bought unimaginable devastation to people's lives, livelihoods and national economies.
"At the same time, the green recovery represents an unprecedented opportunity to rethink and reset the ways we live and do business."
However, Charles warned that supporting green businesses isn't "a fight for the faint hearted".
He added: "With consumers controlling an estimate 60 per cent of global GDP, people around the world have the power to drive sustainable markets."
And the prince warned humanity is still facing its "greatest threats" in the form of environmental issues.
He said: "'Global warning, climate change and the devastating loss of biodiversity are the greatest threats humanity has ever faced, and one largely of its own creation'."
The virtual event will bring together charities, investors, and individuals from both the public and private sectors, and aims to find ways to recarbonise the global economy.
Other notable speakers at the conference will include former 'Blue Peter' presenter Konnie Huq, Climate Strange comedian Matt Winning and barrister and TV star Judge Robert Rinder.
Over a million virtual attendees will be able to watch live debates, art exhibitions, video premieres and more during the two-day event.
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