Moral Underpinnings of Sustainability
Whether we choose to live by the Golden Rule, utilize a universalistic moral viewpoint, adhere to a utilitarian conviction, or observe any alternative moral stance, sustainable behavior remains a fundamental aspect. This chapter briefly discusses the social responsibility-based quality performance standard, ISO 26000, which provides guidelines for Social Responsibility, SR, toward global sustainable development. Subsequently, the chapter reviews three of the most commonly used moral approaches and places them within the context of sustainable behavior, thereby establishing a direct link between individual and societal morality and sustainability. Given the ongoing global reality of corporate entities as the most powerful and influential ones, an example is presented of IKEA, a corporation that has manifested itself as a sustainable champion. This chapter also addresses the often-presented concern regarding whether it is possible for businesses to perform profitably and still be completely morally and sustainably responsible.