ABSTRACT
This chapter focuses on the notion of sustainability and the global principles that have been developed and advocated around it. It analyses prevalent global sustainability rhetoric, and seeks to indicate that, in and of itself, these principles do little to foster the ethical responsiveness required to procure 'sustainability'. The chapter argues that, as it stands, global sustainability principles, left to their own devices, do little to contribute to any one of these facets of ethical responsiveness. In the current use of sustainability rhetoric, it is therefore not difficult to see that the motivation for sustainability is cast in terms of the longevity of the corporation itself. There is seldom any evidence of a self-reflexive moment, because current sustainability rhetoric relies on a one-directional representation of the other in terms of the self. Corporations are also typically depicted as the centre of the stakeholder map. The chapter considers whether this reflects our current relational reality.
