Sustainability as a state of being: Moving beyond the external objective

This article argues that sustainability should be understood not merely as an external goal or outcome but as an intrinsic state of being that fosters long-lasting change. Drawing on established sustainability thought that frames flourishing as a way of being rather than having, this article calls for a paradigm shift from consumption-driven modes of existence to one grounded in care, spirituality, interconnectedness, understanding, pragmatic ways of doing and authentic action. This shift encourages individuals and communities to cultivate a more intrinsic relationship with sustainability, arising from internal values rather than external pressures. With the fashion industry as a focal point, this article draws on a case study research design to examine how the flourishing framework can be embodied within commercial fashion practices. Rather than focusing on external targets or economic metrics, the analysis centres on how brands enact deeper values and modes of being. This approach reveals how a shift in orientation – towards more relational, meaningful and contextually grounded practices – can reconfigure fashion’s role in society. The discussion also highlights the limitations of dominant sustainability strategies – such as technological innovation, regulatory intervention and market-based incentives – which, while important, often fail to address the cultural narratives and personal orientations that underpin unsustainable behaviours. The article concludes by examining the potential for this inward shift to impact other fields, such as agriculture, urban planning and energy use, and calls for further research into policy frameworks that support individual and collective transformation. By positioning sustainability as an internally driven practice, this article aims to contribute to a more holistic understanding of sustainability, suggesting that the path to a sustainable future must integrate external interventions with an inward transformation towards flourishing.