I am convinced that Sustainability (in the holistic sense of the concept, much beyond Environment) is becoming the "Strategic next big thing" - it provides the opportunity for Corporations to achieve THE aspiration they are constantly looking for: create an emotional bond with Customers. In other words: Sustainability as the Sustainable Competitive Advantage. "Easier said than done", as in any strategic bold move that represents achieving a "hard to copy" competitive advantage. And this one is specially challenging since it involves addressing the whole Corporation ecosystem: from suppliers to customers, from employees to local communities, from shareholders alignment to the more unlikely stakeholder.