[abstract of chapter by Ken Rushton in Business Ethics: A European Review, Vol. 11, no. 2, pages 137-139, 2002] The author proposes sustainability as the criterion for business ethics. The argument here is that in today’s world, business success depends on sustainability. This in turn depends on respect for the environment, employees, customers and stakeholders at large. Thinking about ethics in terms of sustainability involves thinking about ethics in strategic terms. Indeed sustainability could and should be raised to the status of a global ethic.