Corporate sustainability, social responsibility and sustainability in general are trendy subjects nowadays. There exist numerous programs, institutes and research centers dedicated to the subject of sustainability. One aspect such initiatives have in common is that they don’t provide measures of sustainability. On some occasions an index or a score is defined, whereby experts in different fields provide opinions which are then combined into a single indicator by means of subjective weights. These too are defined by experts. The goal is generally to define some sort of benchmark. Today, in a turbulent regime, this is not the best way to proceed. It is necessary to look beyond conventional linear thinking. In a globalized and turbulent economy it is necessary to resort to science, not to opinions of sensations.