Sustainability Through Social Change

The integration of the concept of sustainability in the economy of a country is the current desire all over the world. Modern business models, based on innovative technologies, have the role of generating sustainable products, services and processes, but also of creating added value. With a view to the intelligent use of resources, with the aim of preserving them and for the generations to come, companies, regardless of their size and object of activity, are trying to implement their business models through which "do more with less". This major objective can be achieved through the synergy of several aspects, mainly the use of innovative techniques and technologies, the use of ecological raw materials and renewable energy sources. However, the implementation of these ways of approaching a business is not possible without the acceptance and support of society. Building a sustainable society must be something that is accepted by its members. Only in this way the entrepreneurs' initiatives have a chance of being integrated into the economy. The present paper approaches sustainability from the perspective of the social changes necessary in order to integrate it into society.