This research compares the cycle of quality as a strategic imperative to what has been going on with sustainability. As a proxy for quality, TQM grew quickly as a way to differentiate a company within an industry, but declined almost as fast. A strategy based on sustainability has grown at nearly the same rate. Does sustainability show any aging as a differentiator and what would be the signs that it did? Data are derived from annual reports, specifically the CEO’S voice in the letter to shareholders, to estimate the popularity of these two recent strategic shifts. It is too early to conclude sustainability as a strategy has peaked but signs similar to the TQM demise are readily evident.