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One of the issues of business sustainability is transparency of company. Effective communicating of what a company is doing on sustainability requires transparency on its operations if a company wants to avoid accusations of green washing. Transparency has become new normal because of the trend of digital empowerment. Most of the people around the world own a mobile phone and the use of Twitter is growing rapidly every year. Social media like Twitter and Facebook are powerful driver of transparency for businesses. Either businesses embrace greater transparency or transparency will happen to them as customers or employees talk about the business via social channels. Successful business should be open about their weaknesses and what they are doing to address them. This builds a more realistic and honest representation of the business, rather than falsely trying to pretend that everything is always perfect. (Guardian, 2012)
The example of company transparency is AT&T Company. The phone company AT&T has been communicating with customers using Twitter and updating to public about the fiber cut that caused thousands of people in San Francisco Bay Area went without broadband and phone service. They did not hide this issue to their customers and they honestly let customers knew what was issue going on through Twitter. (Popick, 2010) Another issue of business sustainability is biodiversity business. Biodiversity is the term used to describe the variety of life on Earth. It is the most important resources that help to sustain life’s processes. Biodiversity provides several utilities that sustain life processes, including provisioning services in term of food, fuel and regulating service such as air quality and water regulation. These services help people to pursue activities such as farming, fishing and craft-making. However, biodiversity is shrinking fast because

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