Many of the world's companies pay no attention to how their supply chains are damaging forests, the Prince of Wales has warned as he urged action to stop deforestation.
Speaking at the UN climate talks in Paris, Charles also called for large-scale restoration of forests, warning the world would need much more forest "as all the horrors" of global warming started to bite.
On the issue of saving the forests, he told a packed audience, which included the King of Sweden, Carl XVI Gustaf, that "there can be no room for failure".
Protecting forests from being cut down is a key part of tackling climate change, he said.
"It is very simple: we must save our forests, for there is no Plan B to tackle climate change or many of the other critical challenges that face humanity without them," he urged.
While some companies had taken steps to transform their supply chains so they did not damage forests, he urged a redoubling of efforts to ensure a shift in global markets.
"Encouraging though the progress made to date has been, it remains the case that many of the world's largest companies - and their financial backers - pay scant, by which I really mean no, attention to the deforestation footprint of their supply chains."
This was especially true in markets with limited pressure from consumers to do the right thing, he said.
All companies should be committed to stopping destruction of forests, with zero net deforestation becoming the norm rather than the exception, he urged.