Information systems (IS) play an increasing role for individual well-being , for the environment , and for society at large . Considering sustainability in IS development is therefore becoming paramount. However, companies today associate sustainability with extra cost and burden on their operations. As a result, many view sustainability more as a demand and a challenge rather than an opportunity. In this article, we argue that companies should rethink this attitude, as both sustainability and a business model can be understood as deeply rooted in human values.