The Purpose of Business: Where value meets Strategic Sustainable Development

The current global economic paradigm, centred on growth, is a significant barrier in the transition towards a sustainable society. Business-as-Usual companies operating within this paradigm are perceived to prosper at the expense of society and environment which is not viable on a finite planet. The need to rethink the purpose of business is inevitable as maximising shareholder value, has been deemed insufficient to create asustainable society. This study aimed to explore: how business models can be used to create value that supports Strategic Sustainable Development. Previous research proposed that the concept of Business Models for Sustainability helps business place sustainability at the core of all consideration. A qualitative research was chosen for which we employed the Framework for Strategic Sustainable Development and combined a literature review with an investigation of three expert groups to answer our research question. Our findings showed that, compared to other value forms, system value is the most appropriate concept for businesses striving towards sustainable development. Based on our findings, six themes emerged that businesses need to address to accelerate the speed of change towards sustainability. To make a relevant contribution to the intended audience,a prototype has been developed based on our findings