Sustainability: from moral commitment to business strategy

In May 2026, NEOMA and Deakin University Business School (Melbourne, Australia) organised their third conference: “Sustainability in our times”.

This international event brought together researchers, businesses and institutions (including the Banque de France) over two days.

At the heart of the discussions was the question: how can sustainability be turned into a genuine strategy rather than merely a moral commitment?

Three key ideas emerged:

1. sustainability must become a driver of value creation rather than a compliance constraint;
2. the environment must be viewed as an asset;
3. trust between businesses, consumers, regulators and researchers determines the pace at which the transition can progress. This is a fundamental issue for NEOMA.