ABSTRACT
A rapid reorientation away from perpetuating unsustainable lifestyles and toward facilitating sustainable consumption would require businesses to utilize their far-reaching influence as a positive force for sustainability. This will have to go beyond greenwashing practices and prioritization of short-term profit orientations that too often perpetuate unsustainable consumption. Here, we suggest that the role of businesses in promoting sustainable consumption lies not simply in changing product offerings, but also in leveraging their influence on consumers’ lifestyle practices more broadly, ensuring that these align with long-term sustainability ambitions and, importantly, planetary and social carrying capacities (see Doughnut Economy).
