Changing practice on sustainability

de Andrew J. Hoffman, Max H. Bazerman, Harvard Business School. Division of Research

At its core, sustainable development requires a change in the way we think as individuals, as organizations and as a society. Yet, what is well understood within the organizational literature is that such changes are difficult and are usually met with resistance. Sustainability is no exception; executives and organizations have been slow to adopt wise practices. In this chapter, we offer insight from both behavioral decision research and organizational theory to explain barriers to change. We identify specific obstacles to the implementation of sustainability initiatives, suggest means of surmounting them and offer direction for diffusing wise practices at a faster rate.