The purpose of this research study is to focus on the idolization and pitfalls of sustainable entrepreneurship, the study aims to highlight the challenges, gaps, and key barriers that hinder sustainable entrepreneurship in start-ups and small enterprises (SSEs). Examine the idolization of sustainable entrepreneurship and its potential implications on entrepreneurial decision-making and risk perception. METHODOLOGY: The thesis is based on a mixed research method centred around Drivhuset Borås collected data over the span of 7,5 years, whereas the last two years includes evaluations on sustainable entrepreneurship. The collected data is collected from the company’s operating reports between the year 2016 and 2022, as well as from their in-house material, such as lecture material. Since the operating report for 2023 still is in progress the researcher was able to get access to the collected statistics for January to April 2023. FINDINGS: This study provides examples of the impact key barriers and challenges faced by the start-ups and small enterprises have for effect. It has become obvious that, even though organisations such as Drivhuset Borås aim to educate and counsel individuals, the barriers and challenges are a persisting problem. There is a significant amount of research on business sustainability, which covers topics connected to the social, economic and environmental aspects of sustainability.