This book provides an approach to sustainable decision-making rooted in financial and economic
literature. Financial economic techniques have the power to frame the discussion of
sustainability to explain who how and why sustainability is a growing phenomenon in business
and investing. Financial concepts in a sustainable framework provide a theoretical basis to
approach research and business questions on sustainability. The framework provides for a better
understanding of the different definitions of sustainability and the role those differences
have on decisions that will lead to the future of sustainable business. A future which relies
on growth driven by expanding its markets' reach (demographics) its innovation or creation of
new products and its capital structure (leverage). Third party certification and governmental
regulation become the constraints on that growth as well as the proof of sustainable growth.
Finally the ability and methods for investors to support sustainable growth is addressed in a
modern portfolio theory analysis.
