The paradox complex: how paradoxical thinking recursively generates new tensions and emotional strain in sustainability work

Purpose This study challenges the dominant assumption that paradoxical thinking is inherently superior for managing organizational tensions. Focusing on the sustainability-profitability tension, it explores how paradoxical and business case cognitive frames influence individual emotional and behavioral responses, revealing that paradoxical thinking can lead to unintended psychological and relational costs. Design/methodology/approach Using Interpretative Phenomenological Analysis, this qualitative study draws on in-depth interviews with managers at a construction firm. It investigates how individuals cognitively frame the sustainability-profitability tension and how these frames shape their emotional experiences, actions and organizational relationships. Findings The study identifies three core dimensions Framing, Responding and Relating – that explain how individuals engage with tensions. Managers using a paradoxical frame perceived sustainability and profitability as interdependent and pursued both, yet experienced emotional strain, organizational disconnection and limited influence, resulting in what is termed a “paradox loop.” In contrast, managers using a business case frame subordinated sustainability to profitability and avoided personal engagement, which reduced emotional strain and maintained organizational alignment. The findings show that paradoxical thinking, while fostering nuanced sensemaking, does not necessarily yield more effective action or individual wellbeing. Originality/value This study contributes to paradox theory by integrating emotional dynamics into the microfoundations of paradox and introducing the concept of the paradox loop. It reveals that paradoxical cognition, while often idealized, can impose psychological burdens and hinder engagement. The study calls for more balanced, emotionally grounded understandings of paradoxical thinking in organizational contexts, particularly within corporate sustainability.