Sustainability is not about simply becoming greener, but it is about performing a paradigm shift in the way we do business:

According to Chouinard, sustainability is “a process, not a real goal and all you can do is work towards it…that’s just the way it is.” Chouinard argues that fundamentally, businesses are responsible to their resource base, not solely to their customers, shareholders or employees. If one definition of sustainability means meeting present needs without compromising the ability of future generations to meet their needs, then Chouinard’s opinion is spot on. The problem is that the concept of sustainability, like that of “going green”, needs to be more than just a short-term marketing ploy. It has to mean committing to a long-term plan that assesses a business’s impact on the Earth and aims to correct it. (via Sustainability Lesson One: There is No Such Thing)