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The EURAM 2019 conference theme is “The Business of Now: the future starts here”. Business researchers have a key role to play in helping to solve the managerial tension between the present and future. The business of now is a request from future generations to help guide the managers and leaders of today to: address climate change before it is too late; to be able to turn the futuristic visions of markets and new technologies into practical options for business today but which will also provide a platform for the future which best serves society; to make decisions today that will not just respond to market forces but shape them so that they serve business and society in a more inclusive and sustaining manner; and ultimately to provide the template for business serving intergenerational stakeholders where managers create rather than plunder the wealth and opportunities of future generations. At this pivotal point in our history, where urgent decisions need to be taken, help us to ensure that in EURAM 2020 we address this intergenerational research topic.