For much of the past two decades, sustainability was the moral language of boardrooms. Boards built ESG committees, brands announced net-zero pledges, and competed for green premiums. ​But in 2025, the discussions shifted and are unlikely to go back. Political pushback, corporate fatigue, and growing public skepticism are reshaping the conversation. In an environment of uncertainty around rising inflation and geopolitics, purpose no longer dominates PowerPoint decks. Luxury brands now face a strategic question that cuts to the heart of their identity: Will sustainability remain a differentiator, become mere table stakes, or simply burn out?