To my clients, I say that sustainability is not an added value. When they ask me for a sustainable business strategy, they are asking me for a business strategy. When they ask for a plan as to their firm’s interest in renewable energy, they are asking me for an energy plan. When they ask me for a social sustainability plan for employees, they are asking me for an HR plan. The lady doth protest but the lady is in fact wrong. If you are going to label some things as sustainable, then by default, that is which is not sustainable is ‘unsustainable’. And that is the crux.