Capitalism encourages the maximization of self-interest. Sustainable development on the other hand, requires a middle road. We should get consistent B's on our report cards and not aim for A's at the risk of getting some C's. This is counterintuitive. For sustainable development to be a realizable goal it cannot be counterintuitive, rather the evaluation of the middle ground and the aim to create a balance must become commonplace.
Sustainable development is a good goal.
Yet professors of this goal need to first think more critically about the concept, questioning its reality, and acknowledging and addressing its flaws. Only by taking the flaws into consideration can sustainable development be a viable goal.