1. It might seem like all sustainability goals are equally important. Yet, in reality, individuals have limits to the number of goals they pay attention to (i.e., they are boundedly ethical). This leads individuals to make concerted efforts to address some sustainability goals (eliminating hunger, reducing inequality, fighting climate change), but not as much on others (investing in sustainable infrastructure, reducing consumption). 
   
   
2. Retail organizations need to understand the different values that motivate employees and customers to pursue sustainability goals. Such understanding provides opportunities to address specific sustainability goals that align with closely held values. If organizations do not address these different sustainability needs, they run the risk of ostracizing both employees and customers alike. 
   
   
3. Employees and customers psychologically attend to only limited information and "satisfice" on approximate solutions. Thus, retail organizations should make different opportunities to address sustainability goals clear and accessible, reducing the chance that sustainability efforts will be overlooked or ignored.

2021-11-17