The creation of desirable futures: A call for supererogatory management to foster sustainability transitions

Accelerating the sustainability transition demands managers to more intensively and more frequently envisage in supererogatory acts. Supererogatory action is not legally or morally required but consist of praiseworthy acts beyond duty that have the capacity to build a better future. This perspective paper argues that strategic decision-making during sustainability transitions should be more supererogatory, and research should pay more explicit attention to the supererogatory acts of managers and business organizations. Supererogation is especially important in any transition, where the business environment is changing rapidly and fundamentally, where stakeholder preferences conflict and first-mover advantages are significant. Our argument is that perceived rightness and confidence are prerequisites for managers to envisage desirable futures and act in ways that transcend duty. We also critically reflect on the threats implied by supererogatory management. Our arguments are illustrated by interview data collected from Finnish managers with first-hand experience with supererogatory acts in the current sustainability transitions of the food packaging industry. We call for empirical research explaining the role of supererogatory management in driving sustainability transitions in different settings and hope that this perspective paper can spur the awareness of managers and policy makers regarding the power of supererogatory acts in management.