Sustainability in Business

This book posits that sustainable development (SD) should not simply be viewed by executives as a moral obligation or cost of doing business. Instead, it should be cherished as a unique (and new) set of customer needs, and the responsibility of executives is to come up with innovations to satisfy these needs and create value for their employers in the process.

The book proposes an alternative two-element definition for SD: (1) People are concerned about the ability of future generations to meet their own needs; (2) Current development must take into consideration of this concern about future (CaF). This definition can be abbreviated as People Care, So We Care. This CaF based definition serves the conceptual foundation for this book.