The 30-some visitors were invited by the director general of the ministry to form a consultative committee to accompany the project, the goal being that they will "absorb and integrate the insights from 2030 into their strategies," explains Valerie Brachya, Director of JIIS' Environmental Policy Center and project leader. By drawing their attention to the premises of the project, she says, government officials, business people and civic leaders can diffuse longer-term thinking into the broader community. 

Sustainability Outlook 2030, a joint initiative of JIIS and the ministry, is founded on the recognition that there is a need for a long-term framework for governmental intervention concerning environmental issues which extends to the economic and social driving forces affecting the environment. 

The rationale behind the 2030 project is that policy makers should be well aware of the different possible scenarios and recognize the paths they want – and do not want – to be on, so that they may in good time create and harness opportunities as they arise and minimize risks and vulnerabilities before they occur. The consultative committee will be invited to reconvene three times during the course of the project to review the main findings of the multidisciplinary professional team. 

Among those invited to join the new committee are the directors-general of Intel Israel, Coca-Cola, McKinsey Israel, and Strauss, senior officials from the Prime Minister's Office, the Ministries of Finance, Infrastructures and Health and representatives of environmental organizations.