For sustainable development, the next big private stakeholder challenge is one everyone has seen coming, but we have not yet had the courage to face. At present, sustainable development is maturing as an idea and practice within a world economy that uses its resources to continually escalate its demands on the planet. At present, sustainable development helps sustain this scenario. We need the economy to become self-regulating as a whole, not just to grow some self-regulating parts. A natural model for solution would be for those that care about sustainable development to choose not to do business with those that grow their enterprises like cancers and choose to endlessly use profits to multiply investments as they continue to harm society and the Earth.