If society is to achieve sustainability (ecological, social and economic) then there will need to be a proliferation of sustainability promoting firms. To date, most firms, when they become active on the environment, aim to reduce their own negative impacts. But even if every firm adopted this approach, society would not be able to achieve sustainability - because the firms' actions would be focused solely on existing production processes and existing products thereby loving in an inadequate (even though improved) status quo.
Sustainability-promoting firms, on the other aim to help society to become sustainable. This change of focus moves sustainability-promoting firms into a new management paradigm.
At a minimum, sustainability-promoting firms will need to taker the following give key actions. They will need to:
