If we see current situation multinational corporations have no interest in the long term - particularly in time spans measured in generations. They make their decisions based on return on investment, etc. so for them 20 years is a long time. Most of the MNCs mostly aimed at profitability only. There are hardly bothered that, whether they are achieving it at the expense of their environment. They are unaware that they are indirectly creating a problem for their future generation.
The world is currently facing extremely difficult challenges to sustainable development and environmental management. The food crisis, energy crisis, financial crisis, a global recession and, of course, the looming climate crisis are all interconnected and the only way of addressing them effectively is through integrated solutions. The only solution which can help to overcome from these challenges are sustainability. Sustainable development is the bridge, between environmental, economic and social goals, between north and south, between Governments, civil society and business, between science and policy, and between policy and action. CSD provides a powerful forum for guiding a prompt and sustainable response to these urgent development challenges, including the financial and economic crisis.
If I see particularly my view on the topic, I would rather say by adopting sustainable practices, companies can gain competitive edge, increase their market share, and boost shareholder value. It could only be acquired with high amount of innovation. Every companies should have some sustainable goal to achieve before aiming for companies profitability. Businesses need to build their own