**2. Organization's cultural sustainability**

Considering the conscious capitalism perspective, they insert that organizations must seek to promote social inclusion, improve income distribution, and reduce poverty through human and ethical values. Those organizations must contribute to the economy and society in which they are an integral part [28, 29]. Organizations establish contracts with society, legitimizing them whenever they act as expected. Organizations, even in a global capitalist context, must move in a way that adjusts to culture in search of legitimacy [30]. In this sense, organizations have been relevant actors in developing initiatives and policies oriented toward the entire community's sustainability [31]. The relationship between organizations and their stakeholders is not limited to business transactions. These organizations must help create value for everyone [32] and engage with ethical and cultural concepts [29], which must be made public.

Even if they try to maintain an independence degree, organizations must follow the uses, customs, rules, and legislation evolution of a standardized development in an eminently capitalist society. That means, in addition to governance structures suited to their constitution and strategic and democratic management form, they need to operate within a capitalist context, or they will be excluded [33]. Thus, the organization is a risky enterprise that depends on capitalist foundations and social construction [34]. However, considering the evolution of the capitalist concept, which migrates from global capitalism [35] to conscious capitalism [28], any organization type must have sustainability as its purpose [30]. This sustainability encompasses four dimensions. In addition to the three dimensions introduced by the triple bottom line: economic, social, and environmental [36], we included the cultural dimension as the focus of this book chapter [19, 37, 38].

Society is increasingly sensitive to issues related to sustainability. It is one of the modern society principles, valuing technologies, processes, products, and minimal impacts on the ecosystem, that is, organizations operating within sustainable limits [31, 39]. Sustainability is a concern that permeates all society levels and, on the premise that it must develop to meet the present needs without compromising the future generation's ability to meet their own needs. In addition, economic growth must concern the natural environment protection and humanity's social and cultural well-being [36, 37, 40, 41].

The term sustainability expanded over time, starting with the economic perspective in which an organization only views profitability terms, financial results, return on investment, or shareholder value [42]. More recently, the environmental sustainability perspective was incorporated, which considers an organization's environmental impact regarding the environmental resources' consumption, pollutant emissions, solid and water waste, recycling, and materials reuse, among others [43]. The social sustainability perspective was also incorporated, measured by the relationships' quality with employees, health and safety records, community impacts, and human rights in general [44], culminating in the sustainability triple bottom line [36, 45, 46]. That means organizations need to act in a way that provides social benefits, absorbing resources from society and giving social meaning to their existence.

Thus, we consider that these three aspects are respected, with equal importance, allowing the relationship between the organization and society to continue functioning. If one of the pillars is not strong, it compromises the entire system and makes it unsustainable. Therefore, there must be equity between people, the planet, and profit. Profitability must be socio-environmentally and economically correct, a constant challenge for managing organizational sustainability [36, 47, 48]. In this sense, economic and social development is essential, as well as environmental protection and social well-being. Immolating the environment and/or social well-being for economic growth's sake would lead to disastrous consequences for future generations [45, 47, 49]. This context makes the complex relationship between the sustainability pillars [45]. In short, economic, environmental, and social development is aimed at integrating all sustainability dimensions [19, 20].

Recently, policies and research with new demands began to guide organizations, which must align activities with broader sustainable development agendas, including cultural, economic, social, and environmental issues [19, 37]. It is necessary to integrate culture with sustainability because achieving its goals depends on human actions and behaviors that are culturally embedded and rooted [40].

The material and immaterial society attributes define culture. It incorporates social organizations, literature, religion, myths, beliefs, behaviors, social practices and methods, technologies and tools, and expressive art forms. Culture is a human knowledge set that depends on transmitting these characteristics to future generations [19, 26, 50, 51]. Culture understands as a constantly evolving procedure, a lifeway [40]. Therefore, cultural sustainability is a fundamental issue or a precondition to be fulfilled on the path to sustainable development. It made up the sustainability social pillar. However, with the recent development in this field and its growing importance, the creation of the sustainability cultural pillar has become eminent [50]. Cultural sustainability has become a priority in sustainable development agendas [37]. It is now often described as a fourth pillar, equal to the social, economic, and environmental sustainability issues [50]. The information representing the culture

is in family businesses, cooperative organizations, and others that often carry an identity confused with habits and customs.

Cultural sustainability recognizes the need to preserve and transmit culture to future generations, achieved through pluralistic and transformative learning to promote social and ecological changes in the capitalist system [19, 26]. Culture attributes an identity sense and determines the behavior of a society [3]. That is, it has to do with the ability to sustain or continue with cultural beliefs and practices, cultural heritage preservation as its entity, and attempts to answer whether any culture will exist in the future. Cultural sustainability's importance lies in its power to influence people since the decisions made in society are weight by its beliefs [50]. Thus, there can be no sustainable development without including culture [38].
