Sustainability Media Journal
111857253 Xuxu Miao
The concept of sustainable development spread first into the mainstream in the 1980s. These years, driven by internal and external factors, many corporations are beginning to integrate sustainability into their business models to gain competitive advantage in today’s market. This essay will introduce what forces the corporation to become sustainable and what corporation can do to achieve sustainability while listing an example of an ideal corporation in this term.

Both of the external and internal drivers accelerate transformation towards sustainability for corporation. The worsening environment in China is prominent power for moving to sustainability currently. The push to clean up the country's air, land and water has forced company to transform its developing model. Though China has become the world's second- largest economy, it is still in the lower part of the world's industry chain and has a lot of industries with excessive energy consumption and high pollution. Due to social and economic factors, Hebei provincial government in January this year has banned approvals of new steel, cement, glass and nonferrous metal plants-these industries are both environment killers and economic drivers in Hebin (Jin Haixing 2014). It can be seen that these industries have to change their way of operation, which can add the most value with the least use of resources and pollution. Meanwhile, increasing public awareness of sustainability has provided new opportunities for corporations in the green technology business. Daikin, Philips and Siemens have innovated new air purifier technology to contribute to China's green campaign and take a bigger share of the Chinese market (Jin Haixing 2014). Growing numbers of companies have attached great importance to the role of innovation and natural capitalism in building value.