Sustainability measures often focus on optimizing existing structures (e.g., reducing CO₂ emissions, minimizing waste). However, such optimizations can reinforce the status quo, potentially obstructing genuinely sustainable developments..
The concept of “sustainability” has permeated all areas of society, with growing consumer demand for socially and environmentally responsible products. Companies increasingly market sustainable offerings—cars, clothing, food—while governments across Europe implement “Green Deals” and eco-social reforms to address pressing environmental issues. These trends reflect a growing recognition that current resource consumption (e.g., pollution, climate change acceleration, habitat destruction) is unsustainable and that profound change is necessary.
However, many current sustainability initiatives do not drive real structural change; instead, they seek to mitigate damage within existing systems (e.g., corporations, economic frameworks). A rising number of consulting firms now offer tools and strategies to reduce CO₂ footprints, helping businesses become more environmentally friendly. Yet, these efforts often stop at incremental improvements—such as increasing the share of recycled materials in plastic bottles instead of implementing reusable systems. Similarly, resources continue to be invested in combustion-engine vehicle development and road expansion rather than in large-scale alternative mobility solutions. Meanwhile, fast-fashion brands promote clothing with a marginal share of organic cotton instead of reducing collection volumes.
While CO₂ and waste reduction is undoubtedly beneficial, numerous scientific studies—especially those from the IPCC (2021)—clearly demonstrate that far more drastic measures are needed to counter impending environmental crises. Simply put, it is insufficient for an oil company to install solar panels on its office roofs to save electricity while continuing its core business of extracting and trading fossil fuels.
The Risk of Over-Optimizing Existing Structures
Overemphasizing optimization can actually be detrimental to sustainability efforts. Improving harmful structures often requires time and financial investment (e.g., installing solar panels on a factory roof to power production). If too many resources are allocated to making bad systems slightly less harmful, fewer remain for true innovation, structural change, or transitioning to entirely new models. Moreover, there is a psychological tendency to cling to structures that have just been “modernized.” Optimization measures can also obscure problems and delay necessary transformations.
The situation is akin to a disease caused by an unhealthy lifestyle (e.g., stress, poor diet). Initially, symptoms can be managed with painkillers or superficial treatments, allowing life to continue unchanged. However, if the root causes remain unaddressed, the illness will progress until the symptoms can no longer be ignored. Similarly, optimizing unsustainable structures may prolong the destructive status quo rather than fundamentally changing it.
Rethinking Business Models for Real Change
To achieve meaningful climate and environmental goals, acting “less harmfully” is not enough. Companies must abandon outdated paths and develop truly regenerative business models. While CO₂ reductions and other optimizations are “better than nothing,” they should be seen only as interim steps toward genuinely sustainable systems.
If you are an entrepreneur or decision-maker looking to contribute to sustainability, consider optimizations as temporary measures while striving for deeper transformation. This may require a fundamental reassessment of your business model—rethinking how your core competencies could be leveraged to offer alternative, sustainable solutions. Forward-thinking approaches such as the WBCSD’s Vision 2050 and the Circular Economy model (Ellen MacArthur Foundation) provide innovative roadmaps for the future.
References
Ellen MacArthur Foundation. Circular Economy Resources for Businesses. https://ellenmacarthurfoundation.org/resources/business/overview
IPCC (2021). Special Report on Global Warming of 1.5°C. https://www.ipcc.ch/sr15/chapter/spm/
WBCSD (2021). Vision 2050: Time to Transform. https://www.wbcsd.org/Overview/About-us/Vision-2050-Time-to-Transform
Dr. Barbara Kump 