Despite the growing emphasis on sustainability in corporate practices, challenges such as the lack of standardized measurement techniques, resistance to change, and difficulties in quantifying intangible assets hinder its integration into accounting frameworks. This study explores the evolving role of accountants in sustainability, analyzing their expanding responsibilities beyond financial reporting to include strategic management, performance measurement, risk management, stakeholder engagement, and capacity building. Applying role theory, the research examines how accountants' behaviors, expectations, and interactions have shifted in response to sustainability imperatives. Findings reveal that addressing these challenges requires a multifaceted approach, including continuous education and training, cross- departmental collaboration, advocacy for standardized reporting frameworks, and the development of innovative measurement solutions. Measurement inconsistencies, data collection difficulties, and the complexity of assessing indirect impacts remain significant barriers to effective sustainability reporting. To enhance credibility and decision-making, organizations must invest in robust data management systems and align their reporting with evolving industry standards. This qualitative study, employing a phenomenological design and purposive sampling of 15 accountants, provides critical insights into accountants' role in sustainability management. By overcoming these challenges, accountants can drive sustainable business practices and contribute to long-term value creation for organizations and society.

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Keywords: Advancing Corporate, an Analysis of Practices, Challenges.