The Role of Technology in Evolving U.S. Businesses

In order to analyze sustainability in different contexts, such as small businesses, it must first be defined. However, this task poses a challenge as sustainability is a broad term with a contested definition. It has morphed over the years, but the concept of humans and nature living in harmony remains at the core (Washington, must2015). Sustainability is a broad concept that encompasses environmental, social, and economic factors to meet current and future needs. Many individuals and large businesses are becoming conscious of the effects they have on the planet and the people around them. However, despite the financial benefits and positive publicity of environmentalism, many businesses are not adopting sustainable practices. This study interviewed local business owners to answer the question “What are the main reasons that small businesses in the Sioux Falls area of South Dakota do or do not adopt sustainable practices that benefit the environment and the community?” 

Five business owners were interviewed over Zoom.

Their responses were analyzed using thematic inductive coding to categorize themes and patterns. Results identified eight themes that both encouraged and challenged businesses with economic reasons acting as the strongest force. This information adds greater depth to the research on the topic of sustainability in businesses which will allow sustainability-minded advocates to better engage this sector. Based on these findings, cities should offer more education and resources to entrepreneurs and improve infrastructure so that the community can easily engage in sustainability. Although the word sustainability has not always existed in common vernacular, the idea of sustainability has been practiced for millennia by Indigenous communities. Hayden Washington describes “old sustainability” in his book Demystifying Sustainability Towards Real Solutions. It is much broader than how sustainability is usually thought of today, for it encompasses a spiritual aspect and holds the environment at a sacred level (Washington, 2015). There is great reverence and intrinsic value found in nature that contributes to a balance between humans’ needs and the longevity of the environment. It views humans as a part of nature, not apart from it which makes humans more invested in its well-being (Washington, 2015). Over time, society’s relationship to nature has become detached and individualistic. 

Today, sustainability is commonly defined as using resources to meet both current and future needs. 

To do so, there are three main areas to address: environmental, social, and economic. For a society to be fully sustainable, it must conserve its natural resources, support its people, and have a strong economy. Oftentimes, when one is missing, the other two cannot be fulfilled in the long-term. These three pillars are frequently displayed in a Venn diagram representing that they are separate spheres but are all connected and affect one another. This concept was used in the interview process as the phrase “sustainable practices” was described as “conserving resources, protecting the environment, and building a strong community.” Figure 1- Sustainability encompasses economic, societal, and environmental concerns. These areas are all connected and build off of each other. (“What is Sustainability?,” 2013). Washington points out that there is a weak and strong version of this sustainability. Weak sustainability has a stronger economic emphasis (Ruggerio, 2021) because it justifies passing a degraded earth onto future generations as long as money and assets are also gifted (Washington, 2015). It is a short-term strategy that uses cost-benefit analysis to reduce ecosystem services to a monetary value, and, in doing so, ignores the fact that humans are dependent on nature and thrive when it thrives (Washington, 2015). Strong sustainability, on the other hand, differentiates natural capital from human capital and has high ethical standards (Washington, 2015). It considers future generations by arguing that no matter how large the profit, the means to get there are important and should not damage the ecosystem (Washington, 2015).

The History of Environmentalism

The history of environmentalism helps explain the evolution of sustainability as a modern-day principle. During the first wave of environmentalism in the US, humans operated out of the “frontier ethic” which assumes nature exists for the benefit of mankind and has infinite resources to meet their needs (Fisher, 2018). This was evident in the Homestead Act of 1862 where the United States government allowed anyone to buy and settle land as long as they developed it (Wesner, 2021). The focus was expansion and extraction for short-term gain instead of conservation and respect. One of the first recognitions of conservation in policy was the 1873 Timber Culture Act which promised 160 acres to anyone that vowed to plant trees on at least twenty-five percent of the land. Sustainability has come to mean many things over the years, but it remains an important topic today to preserve the environment for its own sake and the sake of future generations. Many definitions are amorphous and abstract, but it is essential to have a precise definition when conducting a study. For the purposes of this research, the idea of strong sustainability will be used with a particular focus on the environmental and social pillars. The rise of modernism during the Renaissance led to an economic, rather than spiritual, lens through which to view nature. The Romantics revolted against this notion, however, and advocated for a philosophical approach that saw the environment alive with meaning that reached beyond dollar signs (Washington, 2015).