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PurposeThe purpose of this paper is to explore the meaning of sustainable development held by New Zealand “thought leaders” and “influencers” promoting sustainability, business, or sustainable business. It seeks to compare inductively derived worldviews with theories associated with sustainability and the humanity‐nature relationship.Design/methodology/approachWorldviews were explored through a cognitive mapping exercise. A total of 21 thought leaders and influencers constructed maps of their understanding of sustainable development. These maps were analysed to reveal commonalities and differences.FindingsParticipant maps illustrated disparate levels of detail and complexity. Those participants promoting business generally emphasized the economic domain, accepting economic growth and development as the key to sustainable development. An emphasis on the environmental domain, the future, limits to the Earth's resources, and achievement through various radical means, was more commonly articulated by those promoting sustainability. Participants promoting sustainable business held elements of both approaches, combining an emphasis on the environmental domain and achievement of sustainable development by various reformist means.Research limitations/implicationsThis study identified the range of worldviews expressed by 21 thought leaders and influencers across three main domains only – promoters of sustainability, business or both. Extending this sample and exploring how these and other views arise and are represented within a wider population could be the subject of further research.Practical implicationsSuch divergence of opinion as to what connotes sustainable development across even a small sample does not bode well for its achievement. The elucidation of the worldview of promoters of sustainable business points to the need to consider more carefully the implications of environmentalism, and other aspects of sustainability, integrated into a business agenda.Originality/valueThis paper contributes to empirical research on environmental worldviews which has barely penetrated discussion of sustainability within the management and business literature. It shows cognitive mapping to be an effective technique for investigating the meaning of a conceptual theme like sustainable development.

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