Pricing a resource causes it to be valued, expended more judiciously and generally managed more responsibly. So why aren't we already pricing carbon as a society? And if we are in pockets, are we doing it as well as we could be? In this panel discussion, we speak to an academic and industry expert on the challenges involved in designing and delivering on a carbon pricing system, and what governments as well as organisations need to do in order for us to better activate its potential.