Page 41 - Materials Chemistry, Second Edition

36 2. Sustainability, sustainable development, and business sustainability

In order actually to solve societal issues, sustainability should be at the center rather than
business itself (Gray and Bebbington, 2000). However, according to a research run by Gray
and Bebbington (2000) on transnational companies and sustainability, an important part of
these corporations does not, cannot, or will not support sustainability if it endangers their
financial return and, ultimately, their existence. In fact, a change in business sustainability
model from business-centered to sustainability-centered could actually challenge the core
of current business. Muff and Dyllick (2014) envisage new business models supported by
a different idea of business and by suitable legal frameworks. However, Dyllick and Muff
(2015) underline that the economic model and consumer behavior require changes as well
in order for true business sustainability to work out.

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