The Sustainability Story Is Broken.

A recent RFP surfaced something that’s easy to miss when you work mostly in the U.S.:
Sustainability doesn’t mean the same thing everywhere.

In the U.S., it’s often framed as behavior…who leads the effort, what cause we support, how visible the impact is.

In Europe, it’s framed as infrastructure…certifications, audits, materials, and documentation.
Not assumed. Proven.

Same word.
Different standard.

It’s a neat construct.
It’s also the wrong one.

Because the real issue isn’t geography.
It’s how we’ve confused process with progress everywhere.

The myth that needs retiring

We’ve told ourselves:
Europe has systems.
America has intentions.

That makes for a good headline.
It doesn’t make for good strategy.

Most European brands aren’t leading sustainability; they’re complying with regulation.
Most American brands aren’t just talking, they’re being pushed by investors, retailers, and supply chains that now demand measurable ESG performance.

Different pressures.
Same reality: sustainability is shaped by economics, not virtue.

Where the construct breaks down

We’ve started treating certification as impact.
And storytelling as change.

Neither holds up.

Audits don’t automatically reduce emissions.
Labels don’t guarantee less waste.
And good intentions don’t transform supply chains without structure.

Both sides are guilty of mistaking activity for outcome.

The shift brands actually need to make

The market isn’t moving from:
“We mean well.” → “Show us your systems.”

It’s moving from:
“Show us your systems.” → “Show us your outcomes.”

Lower waste.
Lower emissions.
Shorter supply chains.
Better labor conditions.
Real data.

Outcomes are the new sustainability standard, and they apply to every brand in every market.

The takeaway

This isn’t about Europe versus the U.S. leading in sustainability.
It’s about challenging the sustainability construct we’ve settled for.

Because the brands that win won’t be the ones with the best certifications or the best stories.

They’ll be the ones who can prove that sustainability isn’t just documented, it’s delivering.