Can a business really be sustainable? My keystone explores the developing field of sustainable business practices and their relevance in the modern world. It starts by distinguishing the various types of business, from the corporation to small business owners, and how there is an urgency to shift from the linear to the circular economy. At the onset, this paper discusses how consumerism shapes business practices and how changing consumer preferences can help transform the industry. It outlines the limitations with corporations regarding shareholder wealth maximization and focuses on the small to medium sized businesses. The paper then shifts to a top-down approach from business to consumer, and different strategies in the value chain. Key ideas like the triple bottom line, gearing up and b-corporations are discussed, among others. The paper then shifts to how businesses implement such strategies. Finally, the paper concludes with recommendations for future research and outlines the importance of government regulation tightening to hold businesses accountable.