Sustainability everywhere - everything sustainable

Every single company, country, product, project etc claims to be sustainable or aims to be. Once everything is sustainable [and certified as such] what will be the residual meaning of sustainability? And is sustainability a sustainable marketing tool? Are we about to reach a point of irrelevance or loss of meaning? A fact remains: while people, gov & organisations gloat continuously about reaching sustainability targets faster than anyone else, species go extinct, forests are razed, oceans lose their fish stock etc. We'll soon need to revisit the sustainability concept, and give it some better meaning.