ABSTRACT
The entire vision of embedded sustainability introduces big-picture uncertainties, naturally leading many of us to reflect on the essential nature of business and its future role. The sustainability camp is increasingly divided into market optimists, who believe that business innovation will solve all our problems, and radicalized market pessimists, who argue for regulatory controls and government protection. The ultimate goals of sustainability involve aspirations of a better life, equal opportunity, justice, security, community, responsibility and full realization of human experience and potential. Embedded sustainability is proving to be a smarter business model for companies of every stripe. Business is facing a growing schism among environmentalists with important implications for its ability to effect change fast enough to satisfy rising expectations. Dark greens are helping to raise awareness among consumers, investors, and employees; they are catalyzing a transformation in the values of business leaders; they are engaging individuals and stakeholders in dialogue about what constitutes a meaningful society.
