More and more firms define a sustainability strategy and commit to related projects. But does this make sense from an economic perspective? The recent article by Alexander Zimmermann, Caroline Hermann, Gilbert Probst, and Paul Ferreira addresses this questions and analyzes how "moral" and "money"-driven perspectives can be aligned. Zimmermann, A., Hermann, C., Probst, G., & Ferreira, P. (2016). Die grüne Hoffnung. Harvard Business Manager, Juni 2016.