Reimagine Corporate Sustainability

Abstract: In our qualitative master thesis, we explore theories on sustainability in levels, ranging from very weak to very strong. We integrate academic theories with corporate perspectives to provide representatives in the corporate world with an alternative way of conversing and engaging mainly in strong sustainability. The purpose of this paper is to contribute to a richer understanding of what corporate sustainability can be in practice. Our study is a collaboration with business leaders, designers, sustainability professionals and students. Using Design Science Research as an overarching framework for our method, we conducted interviews, focus groups and a survey. The academic theories and the insights from our data were then translated into a visual and verbal co-creation of an artefact (as it is called in Design Science Research). Wording and visualisations are inspired both from the corporate and the academic world. The artefact is intended to be a conversation starter which is hoped to lead to a shift in the strength with which companies work with sustainability, guided by an ecological case for business.