Sustainability Case Study

1. Sustainability has a very broad definition that can be interpreted in many ways. One definition of the word “Sustainability” as offered by the Oxford dictionary is the ability to maintain at a certain level or rate. (Oxford Dictionary, n.d.)The definition of sustainability is far too broad as the sustainability measures website states:
“There may be as many definitions of sustainability and sustainable development as there are groups trying to define it.” (Measures, 1998-2010) Its looseness gives rise to ambiguity and vagueness. Claims about sustainability are hard to tie down because nobody is really sure about what sustainability is. There are plenty of escape routes for businesses who claim to be doing great things but in reality are doing nothing. Sustainability, or sustainable development as it is sometimes known, has nothing to do with growth. (Madsen, 1999)

2. According to Madsen, John P. Ulhoi & Henning “Rethinking business strategy and actions along the lines of sustainable development does require a change in corporate cultures and it therefore opens up new opportunities to reassess other aspects of business.” (Madsen, 1999) I see this to be sacrificing profits to insure the

Since sustainability is only recently been country-wide and strongly put into place in all aspects of our lives, and actually marketed as a positive business ideal, it is relatively expensive. Most of the technology is being used all around, but it is not yet being used on a large enough basis to significantly reduce the price. Especially in times of an economic downturn, people want to save money and if prices get higher than they already are, this will only lead to a further economic downturn not just in the west but also many other poorer countries. If we continue to invest in sustainability, wouldn’t that mean that we are prioritizing the environment over living people? (Stanford University,