Abstract (EN)

The world faces some of the biggest challenges of humanity such as climate change and human rights, for which the financial sector has substantial accountability. However, sustainability involves emotions and does not fit with the market logic. These tensions are analyzed in two cases: financing cotton export and pipeline construction. A third case of sustainability strategy in the bank shows how these tensions have been resolved by communicating internally in an emotional way and reframing sustainability as a business opportunity. Today's situation is that, despite sustainability moving to mainstream, this change is still addressed within the dominant banking logic. We argue that more attention should be paid to the characteristics of sustainability and the role of emotions in organizations. We investigate the interconnectedness of social and environmental sustainability and the need to incorporate radically different view points from other sources such as indigenous populations.