The New Sustainability: From Signaling to Substance

Senior Associate Dean, Strategy and Responsible Business and Professor of Marketing and Behavioral Science, Sauder School of Business, University of British Columbia, Canada

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DOI: https://doi.org/10.2478/nimmir-2026-0011 | Journal eISSN: 2628-166X (formerly 1865-5866)

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Language: English

Page range: 10 - 17

Published on: Oct 11, 2026

Published by: Nuremberg Institute for Market Decisions

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

Sustainability Marketing,

Evolution,

Behavior Change,

SHIFT Framework

Related subjects:

Business and economics,

Political economics,

Public finance and fiscal theory,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business management, other

© 2026 Katherine White, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.

Volume 18 (2026): Issue 2 (November 2026)