ABSTRACT
Firms develop sustainability strategies, create sustainable products and operations, produce sustainability reports, and appoint "chief sustainability officers" who espouse sustainability to be their core mission. University administrators promote sustainability as central to their curricula. Consumers buy sustainable products, drive sustainable cars, stay at sustainable hotels, and are seemingly bombarded with sustainability marketing campaigns. Indeed, sustainability has reached into all areas of business, politics, and society. The world of business and government moves merrily along selling its meager efforts as sustainability, avoiding any meaningful appreciation of the fundamental problem or any actions that would make a difference. Sustainability comes only with a reorientation of our way of thinking. It is about returning to what it means to be human, and pursuing what is truly desirable and satisfying. The chapter also provides an overview of the book.
