Sustainability was once the appendix of business strategy—acknowledged, but rarely central to how decisions were made. It showed up in reports and compliance efforts, signaling intent, but stayed far from where real business decisions were made. Today, that position has shifted. Sustainability is no longer an add-on; it is becoming the spine that supports how

There was a time when the word “sustainability” felt precise—used sparingly in moments that demanded responsibility. Today, it appears everywhere: in brand campaigns, reports, and product labels. It signals intent, but not always impact. Like many popular terms, it risks becoming familiar without being understood. What once pointed to a clear purpose now often floats