Sustainability and Business in a Complex World

Sustainability is a topic of growing importance today in all aspects of organizational life. Businesses and managers are increasingly considering ways to incorporate a balance among economic, ecological, social, and cultural value creation into their business models. At the same time, the world is becoming exponentially more complex. Indeed, complexity theory and thinking are now apparent in academic and practice accounts of sustainability in business, as scholars and practitioners recognize the limitations of traditional reductionist approaches to systemic problems. To date, however, a more theoretical framing of sustainability lags behind accumulating practical evidence. The purpose of this article is to address this gap by developing a complexity‐based framework for understanding and managing sustainability in complex adaptive systems. We aim for simplicity, wholeness, and practicality in our approach, taking a qualitative rather than quantitative perspective on complex systems. Using several contemporary case examples, the article describes the important qualities of complex systems and develops them into a working framework that integrates principles and parameters of sustainability. In doing so, we create an approach to sustainability issues and dilemmas called “sustainability thinking.” The article concludes with more generalized sustainability action strategies for managers and recommendations for future researchers.