Reducing carbon emissions has long been a global priority. Ross Harding, principal of Finding Infinity – a creative and technical environmental consultancy firm driving the transition to self-sufficient cities – is focused on turning ambition into action.



Finding Infinity is best known for initiating “A New Normal”, a $100 billion creative strategy aimed at transforming Melbourne into a model of urban self-sufficiency through architectural collaboration. The initiative has since expanded nationally, with built projects delivered and underway across Australia.



In this special live episode from SXSW Sydney 2025, Ross explores why understanding and communicating net-zero opportunities is key to creating regenerative cities.



Further reading:



A New Normal, Melbourne

https://www.findinginfinity.com/projects/a-new-normal-melbourne/

Language matters: Our language, much like our architecture, requires specificity

https://architectureau.com/articles/language-matters/

Ross Harding on how to accelerate Australia’s circular economy

https://architectureau.com/articles/ross-harding-on-how-to-accelerate-australias-circular-economy/

A New Normal Sydney

https://architectureau.com/calendar/exhibitions/a-new-normal/