We never go back. But we know that in wars, it is sometimes wiser to retract. When is the retract time for businesses? The most critical aim of a business to achieve continuous growth. There is no company with an ultimate growth aim, it is always endless. But does our situation allow this endless concept? Do we have endless resources, or the earth we are living on, does not its offering have a limit? Actually, it does. The world does not align with our eternal growth plans as it cannot bear with the increasing human population and their consumption behaviour. Nowadays, we are more aware of this reality and topics like climate change, global warming and environmental sustainability became in trend. If we regard the supporters of these concepts as the speaker of the world, who will direct us to change our endless growth targets and when?