The World is Our Village

Sustainable business decision-making as villagers of the world
In making our society resilient and future-proof we are faced with many complex and multi-faceted challenges and opportunities. Many promising sustainable initiatives require the proactive contribution of businesses to be successful, but fail to reach the required decision making level of individuals and companies, and thus fail to reach their positive impact.
The result is a multiple waste: in creativity and innovation, in investment of the organisations involved, in opportunities to improve society and in our overall belief that we can make the necessary changes.
In this project we focus on the reasons why individuals and thus companies act and decide negatively on new and existing sustainable innovations and projects, starting from the perspective that a professional’s and a company’s inherent sustainable decision making is at the heart of truly improving society. The aim is to create multiple value (economic, social and ecological) of SMEs by increasing the success rate of sustainability initiatives out of an implicit business professional’s choice to do so.
Based on the theory of psychological distance, we combine exploratory case studies of successful pilots with exploratory research via interviews with business decision makers, to analyse what drives professional’s and companies’ decision making, and how this affects sustainable initiatives. The aim is to propose ways to increase the quality of sustainable decision making, and thus the likelihood of success. The learnings are translated to practical guidelines a SME should consider for executing their business in the most sustainable way, and form a base for further applied research on sustainable business behaviour towards a circular economy.