Falling Off the Log

After our glimpse into the sustainable future in Chapter 7, we now return to the present and consider the movement’s current situation in its entirety. The numerous positive developments up to this point notwithstanding, sustainable business is still in its infancy. In order to reach full maturity, this movement must navigate some rough waters that hold a collection of rip tides, sneeker waves, and whirlpools. Much of this chapter is devoted to identifying and discussing these obstacles to the sustainable business movement and suggesting some appropriate solutions. It is important that we recognize and acknowledge these barriers to progress; only then can we become part of the solution. Ironically, we have brought on many of these threats ourselves, and potent solutions to them require that we understand, accept, and vigorously confront them.