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    Brain Circuits

    Sustainability is dead – true or false?

    by Julia Binder Published February 23, 2026 in Brain Circuits • 2 min read

     

    Myths abound when it comes to corporate sustainability. Can you tell fact from fiction? 

    Test your knowledge on the common misconceptions here.

    1. “ESG” and “sustainability” are synonymous.

    2. Sustainability starts and ends with cutting carbon emissions.

    3. Sustainable business practices can be profitable.

    4. To be profitable, the extra cost of a sustainable product must be passed on to the consumer.

    5. With climate targets being dropped and ESG funds losing assets, corporate sustainability is a thing of the past.

    Key learning

    Far from being dead, corporate sustainability is a strategic lever for value creation, resilience, and competitiveness. If you’re walking away from climate targets, your problem isn’t sustainability – it’s a failure to future-proof your business.

     

    Further reading

    Debunking 5 common myths about sustainability

    Inside the transition, with Pictet’s Marie-Laure Schaufelberger

    Sustainability trends businesses must watch in 2026

    Sustainability as a Business-Model Transformation

    Authors

    Julia Binder

    Professor of Business Transformation and Director of the Center for Sustainable and Inclusive Business

    Julia Katharina Binder, Professor of Business Transformation, is a renowned thought leader recognized on the 2022 Thinkers50 Radar list for her work at the intersection of sustainability and innovation. As Director of IMD’s Center for Sustainable and Inclusive Business, Binder is dedicated to leveraging IMD’s diverse expertise on sustainability topics to guide business leaders in discovering innovative solutions to contemporary challenges. At IMD, Binder serves as Program Director for Creating Value in the Circular Economy and teaches in key open programs including  Transition to Business Leadership (TBL), and Leading Sustainable Business Transformation (LSBT). She is involved in the school’s EMBA and MBA programs, and contributes to IMD’s custom programs, crafting transformative learning journeys for clients globally.

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