Examining the Changing Sustainability Mindset in Practice

Abstract

This research explores the mindset among business executives concerning sustainability. Interviews were conducted in two rounds over eight years with non-profit hospice care executives. They were asked about their organization’s sustainability efforts. Drawing on institutional and systems theories, it is predicted that a gradual change in their mindset will be observed. In the first round all executives thought of sustainability only in long-tern financial terms. Eight years later their views had changed to include social elements of sustainability. As hypothesized, a slow change in executive mindset is occurring, however it is also being offset by ever-increasing short-term financial pressures.