ABSTRACT
Resisting the oftentimes unsustainable status quo of establishing and doing business is a critical yet challenging endeavor for any sustainability minded business graduate. Also, an increasingly growing offer on responsibility and sustainability centered business courses in higher education does not necessarily warrant that business graduates can resist following traditional and socially and environmentally unsustainable ways of doing business. What is needed is a new, sustainable implicitness among business graduates which makes any unsustainable business practice seem odd and inappropriate. This “new normal,” the authors argue, comes from a holistic realization of the need to act sustainably in business. In a sustainability-focused entrepreneurship course at a Northern Finnish university, the new normal is prompted through grasping the old, unsustainable normal. In this chapter, the context and design of the entrepreneurship course are introduced and learning activities related to students’ contemplations of unsustainable business venturing are discussed. The authors highlight particularly an anti-phenomenal learning method which aims to profoundly move students’ mindset toward sustainability through an excursion into the unsustainable.
