Sustainable Development Narratives of New Zealand Business

Abstract

Since the Brundtland Report (WCED, 1987) was published, the global community has slowly begun to accept the concept of sustainable development. This concept aims to prevent the degradation of social and environmental systems. The report suggests that collectively business presents the main opportunity to influence how sustainable development outcomes are achieved. As in most developed nations, New Zealand business lags behind the required pace of influence to reduce the risks and uncertainties presented by unsustainable development. Through in depth qualitative research the current study inquires into the philosophy and practice of business required by sustainable development. Businesses that are more strongly focused on material sustainable development outcomes seem to have developed a business philosophy based on thorough and balanced knowledge of each dimension of sustainable development (environmental, social and economic). The conclusions support that businesses can only develop successful sustainability performance when sustainable development is the philosophical focus of the primary objectives of the business's leadership, knowledge growth and assessment. How the value of sustainable development is understood and defined by a business is significant. When meaningful opportunities for individuals to participate in sustainable development are presented in business and communicated well they seem to offer significant benefits for individuals and business alike. It is hoped the findings will assist business and policy agencies to develop more credible and successful sustainable business outcomes.