Entrepreneurial activity in modern conditions leads to completely new and much more advanced ways of thinking, especially when considering the concept of sustainable development. Orientation towards profit goals can no longer be the main goal of entrepreneurial activity, but profit goals should be pursued by bypassing development paths. Today, businesses are increasingly focused on sustainable development, with a special attitude to social issues, demands and needs, and the environmental challenges posed by rapid climate and social change. Specific requirement for entrepreneurs are posed by the need to change production methods and use of new innovative and technologically advanced technologies that have the capacity to meet the demands of the institutions regarding environmental concerns. Competitive advantage in the pursuit of the latest United Nations 2030 Sustainable Development Goals is the overarching goal of businesses. Achieving competitive advantages in contemporary business conditions should be the result of the joint action of the process of developing new knowledge and learning, strategic thinking, creative and responsible leadership, mutual internal and external trust, and thoughtful action of managers and citizen involvement. For the most part, small businesses are the result of social hardship and their owners are more committed to the local community and have a greater potential for environmental and social action. Large enterprises, on the other hand, are more adaptable and less likely to feel the consequences of the greater costs and effort of customization. Sustainability-based business brings many benefits: meeting new business partners, gaining knowledge sharing, developing new technologies and innovations, building stakeholder trust, trusting financial institutions, and more. Enterprises that are starting to act in accordance with the principles and objectives of sustainability can gain a competitive advantage more simply. Action on sustainable development gains in importance over time; it is a continuous, aggressive and necessary process. Achieving competitive advantage and pursuing goals of higher interest is a requirement of modern society and ensures positive effects on businesses and the environment.