The battle of narratives: Five new sustainability narratives for business

This is the second in a series of articles I publish in preparation for the release of my upcoming book “Rethinking Corporate Sustainability in the Era of Climate Crisis — A Strategic Design Approach”. This time I focus on the narratives we need to have in place to move companies away from sustainability-as-usual.

Credit: Times Up Linz

1. Sustainability first, profits second

Current dominant narrative: Profit maximization comes first, everything else (sustainability included) comes second.

2. Overconsumption is socially unacceptable

Current dominant narrative: Overconsumption is not a problem, but an integral part of legitimate business models.

3. Degrowth should be part of the conversation on climate solutions

Current dominant narrative: Degrowth is not a viable option.

4. Fighting climate change requires solving people’s current pain points, not just future ones

Current dominant narrative: Climate change is an imminent risk for the future of humanity on this planet.

5. The most important climate action: Fighting predatory delay

Current dominant narrative: A critical climate action = achieving net-zero goals (and the sooner the better).

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Raz Godelnik

Assistant Prof. at Parsons School of Design. My book (2021): Rethinking Corporate Sustainability in the Era of Climate Crisis — A Strategic Design Approach