While the adoption of sustainable business practices may be no longer a matter of choice for most companies, it is still only a small proportion that are realizing the full potential of sustainability in the form of positive business impacts as well as environmental and social benefits. According to a recent global employer survey, more organizations than ever before are adopting sustainability initiatives and recognize the business imperative of doing so, but sustainability remains low on most management agendas and many organizations are struggling with the challenges of how to become a sustainable business. Reported barriers include cost considerations, difficulties in demonstrating the ROI of sustainability to executives and shareholders and the omnipresent day-to-day distractions and pressures that impede progress in innovation.