There’s a business case for companies to embrace sustainability – if it’s pitched the right way

Many sustainability programs may be aiming at the wrong target because most entrepreneurs won’t become environmental activists.

By: Israa Ameen Thiab, Rochester Institute of Technology and Clyde Eiríkur Hull, Rochester Institute of Technology, The Conversation

Outlets: The Conversation

Published: July 23, 2026

Words: 1,374

Last Updated: 3 weeks, 6 days ago

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By Israa Ameen Thiab, Rochester Institute of Technology and Clyde Eiríkur Hull, Rochester Institute of Technology

Sustainable business practices are often seen as a luxury that only rich countries can afford. And these days, some of the biggest economies, including the U.S., are backtracking on those commitments.

But what if businesses had an incentive to adopt practices that help the environment because it made sense for the bottom line?

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