Sustainable Development: What Does It Really Mean?

Sustainable development means very different things to different people. But the diverse definitions and understandings of the term among the business community and business sustainability advisors may surprise even the most seasoned of sustainability advocates. This diversity of understanding does bring with it some dangers. As sustainable development rapidly goes mainstream in New Zealand, promoters of the concept to business should be concerned that it does not become so variously and loosely defined and ‘practised’ as to be meaningless. That said, a greater knowledge of sustainable development, and its many perspectives, will strengthen the sustainable development movement, protecting it, for example, from the fraudulent claims of businesses that purport to practice sustainable development, while in fact pursuing unsustainable practices.