Business Ethics 3.0

4The Application

4.1Applying and Sustaining Business Ethics 3.0 in the Economy

Hans-Peter Dürr (Dürr 2011) reported on a reunion of German scientists which took place in Auerbachs Keller, a historical restaurant in Leipzig, where an attempt was made to find a German term for sustainability. Up to that time in business, we always spoke of sustainable development and built this responsibility into our corporate goals, but we had no single German word for the concept. The scientists endorsed a proposal from colleagues in forestry who presented a concept of sustainability which already existed in the forestry industry. Dürr passionately opposed it because the concept of simply “planting a new tree to replace each one that is harvested” was insufficient ...