Most people believe that sustaining the planet is a good idea, given the impacts that human civilization is having. Business has played a big role in creating those impacts, and has been playing a big role in trying to address them. The problem is that sustainability only looks at half of what needs to be taken into account when thinking about whole living systems. Sustainability primarily addresses reducing impacts and increasing efficiencies. Corporate sustainability programs are wrapped almost entirely around these goals.
But every experienced businessperson knows you can’t make a healthy business by only reducing inefficiencies. The experience of running a successful business teaches that it’s the ability of a business to generate value that is the real source of its vitality and viability. You can only make a healthy business by figuring out what you want to grow, how to grow it effectively, and then defining inefficiency as anything that doesn’t produce what you are trying to grow. What is true of business is also true of the planet. More