An analysis of the sustainable development goals in the public perception and possible ways for corporations to align business practices with societal expectationsMarvin Coböken

5. April 2018

Climate change or growing inequalities between rich and poor are only some of the major challenges the world faces today. In total, the United Nations (UN) identified 17 global issues that require immediate action by governments, businesses and civil society. They are commonly known as the UN Sustainable Development Goals (SDGs), which aim to end poverty, protect the planet and ensure prosperity for all. Even though businesses are explicitly expected to contribute to the 17 goals, the concept is so far only scarcely addressed in management literature and sporadically embraced by companies. To reach the ambitious goals by 2030, research needs to start developing new concepts for SDG integration and provide companies with more assistance on how to engage in the concept. In an attempt to facilitate the applicability of the concept in business practice, this research analyzes the SDGs in the public perception in order to draw conclusions on the prioritization of corporate sustainability efforts. Furthermore, the analysis reveals a concrete set of measures which describes how society expects companies to contribute to the goals. This framework serves as an ideal reference point for SDG integration and simultaneously helps companies to align their business practices with societal expectations. Future research should further extend the list of tools and methods for SDG integration to encourage more companies to contribute to the goals.