Sustainability is a bittersweet term in that it embodies one of the most transformative forces in business today and yet at the same time its very familiarity has led to some world-weariness with the topic. Some say that is because so much has been written about sustainability in the last few years that it has suffered the same fate as the word, ‘green’. Others suggest that the persistent tension between marketing and sustainability has led to insufficient alignment between the two, inadequate impact as a result, and disillusionment as a symptom. Finally, some have suggested that as sustainability becomes mired in tools, metrics, and data, this transformational topic has lost some “sex appeal” to keep it top of mind. In truth, if sustainability has lost any urgency as a topic or initiative inside a company the fault lies with ourselves as we have failed to invest our efforts with the fresh energy and ideas that critical, long-term change demands.