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AbstractThe 21st century has brought with it a growing respect for our limited earthly resources. Incorporating this factor into business models does not take away from the profitability of the company. Inversely, it saves the company money, uses fewer resources and enhances the attractiveness of a company to its customers. In order to be successful business in today's emerging organizational world and global economy, it is not merely enough to be just profitable. Corporate sustainability has become a growing trend in organizations and a new light is shining on sustainability. The paper cites example of eBay, Starbuck, Pataginia, Google, Deloitte Hawker de Havill and (Boeing), Monsanto and Target as empirical evidence how companies are innovating new methods to serve ourselves, our planet and our fixture generations. Sustainability has become our duty.Keywords: Corporate Sustainability, Triple Bottom Line, Economy, Environment.IntroductionThe word sustainability is derived from the Latin word sustinere (tenere, to hold; sus, up). Sustain can mean maintain, support, or 'endure'. Since 1980's, sustainability has been used to mean more in the sense of human sustainability on planet Earth. The Bmndtland Commission of the UN on March 20, 1987, defined sustainable development as the development 'that meets the needs of the present without compromising the ability of the future generations to meet their own needs'. Sustainability implies responsible and proactive decisionmaking and innovation that minimizes the negative impact and maintains balance between ecological resilience, economic prosperity, political justice and cultural vibrancy to ensure a desirable planet for all species now and in the future. The opinion of sustainable development was brought in common use by the world commission in environment and development.Man lives on this planet where everything is limited but he acts in such a way where he thinks everything to be unlimited. The resource of any form in this earth is limited. But the population boom and unbalanced development of activities have disturbed the ecology and the global environment.Sustainability has been often mentioned goal of businesses, non-profits and governments in the past decade, yet measuring the degree to which an organization is being sustainable or pursuing sustainable growth can be difficult. John Elkington tells us that many businesses and non-profit organizations have adopted TBL (triple bottom line) sustainability framework to evaluate their performance. The TBL is an accounting framework that incorporates three dimensions of performance: Social, Environmental and Financial. In Europe, the TBL dimension is commonly referred as three Ps (People, Planet and Profit)9. The problem is not defining TBL (triple bottom line) but how to measure the TBL (triple bottom line)? The authors suggest that there is no universal standard method of calculating TBL (triple bottom line).Who uses the TBL-Triple Bottom Line?Businesses, non-profit and government entities alike can all use the TBL (triple bottom line). The TBL (triple bottom line) and its core values of sustainability have become compelling in the Business world due to accumulating anecdotal evidence of greater long term profitability. Among the firms that have been exemplars are General Electric, Unilever, P & G (Proctor and Gamble), 3 M, Cascade Engineering. The TBL (triple bottom line) allows organizations to apply the concept in a manner suitable to their specific needs. CSR (Corporate Social Responsibility) is subset of sustainability. The impact of sustainable practices is usually expressed in terms of 'three legs' or pillars. The three pillars of Sustainability are: Environmental, Economic, Social Effect Sustainability as a firm's most dependable road to financial gains, seemed to be generations away.With the help of innovation, three independent trends have come together for this transformation. …
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