It’s not a slogan, vision, mission, or message either.
Sustainability is what companies do, sooperating in a way that ensures that they stay in business isn’t a new idea, it’s what they’ve been doing since forever.
To stay in business, companies must always strive to meet the requirements of their markets and expectations of their stakeholders. If they’re not sustainable, they go out of business.
Those requirements and expectations change and evolve.