A THOUGHT ON SUSTAINABILITY Today's executives deal with a complex and unprecedented filter of social, environmental, market, and technological trends, which require sophisticated, sustainability-based management (Whelan & Fink, 2016) . Sustainability is all about meeting the current needs without compromising the ability of future generations to meet their own needs (Garren & Brinkmann, 2018) . When people hear the word “sustainable”, the first thing that comes to mind is usually the environment. Despite popular belief, environmental conservation is not the only concept of sustainability. Indeed, the environment is only one of the three pillars of sustainability, which also include society and the economy. UNDERSTANDING THE THREE-PILLAR MODEL The ‘Three-Pillar Model’ of sustainability is an approach to promote sustainable trading by developing and managing social, environmental and economic factors for the betterment of the company and future generations (Beattie, 2021) .