This chapter outlines a number of challenges to mainstream views of sustainability. It also outlines a number of ethical challenges concerned with intergenerational justice and biospheric egalitarianism. The doughnut economics refer to a structure where the inner ring represents the ‘social foundation’, the situation in which everyone has sufficient food and social security. One key factor determining the long-term success of business is how well it identifies changes in the business environment and adapts to them. Sustainable development objectives can be found empirically questionable in propagating the oxymoronic goal of maintaining economic growth and redistribution of wealth and simultaneously keeping the health of the ecosystem intact. The idea that sustainability is about ‘lifting’ the poor to the level of the rich, without the rich changing their unsustainable practices, appears to be one of the greatest myths of sustainability.