Sustainability Fatigue is Real. Now What?

So, what does sustainability actually mean now?

At Carnegie, we believe asking that question matters more than ever. And before defining it for everyone that’s reading this, we asked our own team:

“What does sustainability mean to you?”

What stood out wasn’t just a single definition of sustainability. It was the intention.

Sustainability isn’t just a tagline. It’s a series of decisions.

If sustainability feels heavy to you right now, there are many reasons as to why this might be.

Over the past decade, claims of environmental impact have flooded the market. In many cases, words like “green,” “eco-friendly,” and “planet positive” seem to accessorize products without offering any real context or clarity. Industry research has shown how these vague or even exaggerated claims, often referred to as “greenwashing,” undermine the trust not only in some brands, but in the language itself.

When you recognize that every product is claiming to be better for the planet, you also become skeptical, and rightfully so.

Studies show that 55% of consumers are skeptical of sustainability claims given by most brands. A 2020 European Commission Study has found that more than half of environmental claims reviewed were vague or misleading.

Fatigue doesn’t mean you don’t care. It just means you’ve been burnt out.

Research from Deloitte highlights that when economic pressures increase, so does sustainability fatigue.

In recent years, the conversations circulating throughout the industry have become more specific… and more urgent.

PFAS was once an unknown chemistry topic, but quickly became a mainstream concern. Through CEUs and different education programs, we’re having deeper conversations around material health, transparency, and chemical content which in turn reshapes how we evaluate products.

Education has become a critical part of moving the industry forward. From CEUs that unpack complex topics like PFAS to initiatives like Carnegie Changemakers, which bring together designers and thought leaders to explore the future of responsible materials, these conversations create space for learning, questioning, and progress.

Specificity changed the conversation. It’s one thing to say a certain material is “sustainable,” but it's another to explain why removing the harmful chemicals matter, and how those decisions affect our health, environment, and long-term performance.

Clarity builds credibility. Education builds trust.

At Carnegie, responsibility isn’t a marketing campaign. It’s foundational to who we are and what we believe in.

Being 100% PVC-free wasn’t a decision for a product line, but a company-wide commitment. And addressing PFAS wasn’t a response to a trend, it was part of a bigger philosophy around the integrity of our materials.

But here’s another important thing that we recognize:

Leading with “sustainability” isn’t always the most meaningful way to let others know what we’re about.

Designers don’t just want claims, they want real data. They want longevity, performance, and transparency. Materials that stand the test of time, and solutions rooted in project realities.

That’s why tools like Environmental Product Declarations (EPDs) and Health Product Declarations (HPDs) have become increasingly important in the specification process. Third-party certifications help verify what’s actually in the material - and how it performs over time. At Carnegie, many of our materials are backed by third-party certifications and disclosures, including Biobased Xorel, which is Cradle to Cradle Gold and Living Product Challenge Certified. It also has an Environmental Product Declaration.

Tools like Mindful Materials, a platform that defines a shared language for sustainability and that helps designers compare and research criteria, make it easier to evaluate materials with clarity. By ensuring transparent product information is available, companies like Carnegie support more informed specification decisions.

So, perhaps the future of sustainability messaging isn’t to raise our voice, but maybe it lies in authenticity and integrity.

Better chemistry.

Clearer information.

Materials built to last.

Sustainability shouldn’t feel like a burden. It shouldn’t feel vague. And it shouldn’t feel performative. What it is, is simply good design. It’s thoughtful, informative, and built for durability/performance [vs longevity]. The word might feel heavy today, but the work behind it doesn’t have to.

And maybe that’s the shift:

Moving from buzzwords to responsibility.

From claims to clarification.

From marketing to material intelligence.

At Carnegie, our approach is rooted in material integrity, transparency, and long-term performance.

Brooke Kanell is a Content Marketing Specialist at Carnegie, where she creates content that brings the brand’s materials and stories to life. With a background in marketing and a passion for all things creative, she enjoys sharing the inspiration, people, and ideas shaping Carnegie’s work. Brooke’s goal is to make design feel engaging, welcoming, and easy to connect with.