Sustainability: new strategic thinking for business

Some researchers insist that sustainability should be represented as a continuous quest, doubting that there is the ‘right’ way to be sustainable. Acknowledging the immensity of sustainability challenges, this article takes a different perspective, arguing that without understanding of concrete barriers and seeking solutions, the challenge of addressing unsustainable practices becomes unsurmountable. This article will summarize research in sustainability literature that indicates that sustainability requires a constant human population, as well as ecologically benign method of production. This article will survey a number of helpful frameworks that address the key obstacles to sustainability, namely population growth, and unsustainable production and consumption. These frameworks are discussed in the context of business-level solutions and production systems. As illustrated by examples of best practices as well as potential pitfalls associated with each system, these systems have the potential to move the quest for sustainability beyond ‘business as usual.’