Business activities are responsible, directly or indirecly, for most human impacts on the earth's ecosystems, yet business is conducted with little thought of its sustainability - that is, the satisfying of our own needs without diminishing the changes of future generations. Sustainability, in its ecological and social components, poses business an inescapable challenge: without sustainability there will soon be no more profits. Here, practical approaches for business and society to meet this challenge are outlined. Impetus for change often comes from non-governmental organizations, but executives must also take responsibility for educating themselves and their managers.