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Some businesses that have successfully positioned themselves as world leaders in business sustainability, contribute to unbridled consumerism by heavily marketing products that people don’t need, or are harmful. Meanwhile, some otherwise non-material endeavours, that on the surface seem to foster a peaceful coexistence between people and nature, such as yoga and fitness, are over-commercialised and merchandised. Some businesses embrace eco-efficiency but remain disinterested in their social, cultural or community impacts. For a movement that grew out of a fear that humans were irreversibly degrading their only home, does contemporary sustainability practice in business honour the movement’s original aspirations? Or has an economic growth and profit-orientation drawn sustainability notions into mainstream business activity without fundamentally changing? This paper offers an unapologetic critique of practices by selected businesses with strong sustainability reputations juxtaposed against requirements for sustainability and an array of possible business activities to contribute to sustainability. The key businesses considered are Unilever, Coca-Cola and Lululemon Athletica. In doing so, it highlights some more transformative opportunities available to business to ensure that the ‘best of business’ (innovation, efficiency, coordination, responsiveness, value creation and sharing) can be brought to bear on humanity’s existential challenges.