Five leaps to corporate sustainability through a corporate responsibility portfolio matrix

Is corporate sustainability absolute or relative? Should companies adopt an evolutionary (step‐by‐step) or a revolutionary (one‐leap) approach to sustainable development – or is there a third way? These questions are hot potatoes, which burn the answerer's mouth because of strong opposing views. Yet the potatoes must be eaten now. There is no time to wait for them to cool because by then it may be too late to act. After munching these hot potatoes, an alternative (five‐leap) approach to corporate sustainability is outlined. A portfolio matrix measuring the integration of environmental, sociocultural and economic responsibilities along a five‐leap scale is drafted. This cube can be adapted to measure any company's level of responsibility with the aim of achieving sustainability on a fast track.