Construction of the foundations for a normative model based on the paradigm of Sustainability. An approach to the implications of the new situation in the company and its Corporate Social Responsibility.

In the beginning of this century, humanity is at a crossroads where the Boulding’s spaceship “Earth” has begun to become really unstable. On the one hand, it continues with processes and ways of life based on a consumption that does not see the limits of the planet and that affects it both from a social and an environmental point of view. In addition, certain parts of the population, at the moment very reduced, are starting to be more conscious of the problems of existence and with small steps balance the drift of the spaceship “Earth”. From a perspective in which the “Sustainability” is a question of values and consciousness, will be built a normative individual model based on this paradigm. Three elements will be utilized for it: Spiral dynamics, Wilber’s AQAL system (1996) and some theories of human needs. The systemic and complex dimensions of this model will constitute the extrapolated foundations for a normative model in companies and their Corporate Social Responsibility. Finally, the process that happens in a paradigm shift or change of values will be presented, as well as present examples and initiatives that function in the road to Sustainability.