It's an issue that may be as contentious as slavery was in the 19th Century, or women's suffrage was in the 20th Century.
Sustainability is an issue that is growing in importance almost by the day.
Because this is an issue linked to polluting the planet and exploiting peoples in developing countries, sustainability is not a buzzword that will soon fade from view. Quite the opposite, it is quickly gaining global support. The riots at the World Trade Conference in Seattle in 1999 were an indication of the passions this issue can enflame. The idea is to operate in our time, while allowing future generations to enjoy all the things we enjoy now, in their time. From a business standpoint, sustainability is about running a corporation using the natural resources of the earth without impinging on the ability of future generations to do the same thing.