What is the Big Trap of Sustainability-as-usual and how to overcome it?

What is currently considered best practice in corporate sustainability management - based on the shared value concept - is actually a trap, the pursuit of which exposes organisations to a range of risks.

• Following this approach leads organisations to an impasse and pushes them into greenwashing,

• The end goal of this approach is actually unattainable for many businesses and industries.

Understanding and being able to explain this inadequacy of sustainability-as-usual is a starting point for:

• preventing greenwashing systematically,

• approaching corporate sustainability agendas authentically and strategically,

• building a bridge between sustainability and business strategy.