Books by the author.

Featured book

Death of Business as Usual

Business as usual is the antithesis of sustainable business practices. The book discusses the dangers of persevering with the current ways of doing business and looks at alternatives for changing to a sustainable model that is in tune with its environment.

1972 prediction

In 1972, ‘The Limits to Growth’ was published, summarizing the Club of Rome’s Project on the Predicament of Mankind. The primary conclusion was:

“If the present growth trends… continue unchanged, the limits to growth on the planet will be reached within the next 100 years. The most probable result will be a rather sudden and uncontrollable decline in both population and industrial capacity.”


After 50 years, little has changed and the “business as usual” scenario continues unabated. However, we have been given an opportunity to stop this mad exponential growth. The Covid-19 pandemic has forced us to stop and pause. Can we learn from this experience? How can we use this experience to change our negative impacts on society and the environment?

What is “business as usual”? Is there an alternative? 

The Business as usual model focuses on profit regardless of the impact on society or on the environment, whereas the alternative takes a more holistic approach. This book explores examples of both “business as usual”, as well as the alternative: sustainable business practices.

Who influences the direction of business?

Will history repeat itself?

The book looks at cases of large-scale corruption, as well at the devastation caused by governments and large corporations in the exploitation of people and natural resources. But we do sometimes learn from our mistakes. Extensive work has been done to reduce the effect of major man-made disasters and corrupt activities. It’s clear that we need to look at what has happened before to be able to successfully address the future.  

To what extent are we destroying the Earth?

How can we change the direction that we are going in?

Advancements in technology have provided us with alternative tools and processes. Successful, sustainable endeavours need to be replicated, and cooperation across diverse organisations accelerated and scaled. 

Balancing our activities between the limits of the Earth’s planetary boundaries and giving adequate support for poverty alleviation has to be more focused.

What is likely to happen?

Various scenarios for the next 30 years, based on sophisticated computer models, are laid out. Urgent behavioral changes are needed to ensure that civilization, as we know it, does not collapse.

The hope is that, after reading this book, readers will be totally convinced that the current untenable ways of doing business cannot continue and that every one of us has a role to play in changing to a sustainable future on Earth.

Other Books

Books published by Elsevier under the author’s full name Robert Bruce Hey