Abstract
This paper investigates how universities advance the global transition toward a sustainable society by moving beyond rhetorical commitments and embedding sustainability into their core institutional practices. Unlike existing studies that predominantly focus on curricular changes, this research offers a conceptual framework distinguishing two interconnected dimensions of sustainability implementation in higher education: sustainability of the university as an organization, and sustainability through university activities, particularly education and community engagement. This analytical distinction constitutes the original scholarly contribution of the study, enabling a more nuanced understanding of universities’ strategic responses to sustainability challenges.The paper examines how global university rankings integrating sustainability indicators have re-shaped institutional priorities and accelerated progress in environmental and social responsibility. Through an analysis of international literature and selected institutional cases, the study demonstrates that universities not only reduce their ecological footprintby improving energy efficiency, minimizing waste, and lowering emissionsbut also shape societal attitudes by embedding sustainability principles into curricula, research agendas, and behavioural norms.The methodological approach combines qualitative and quantitative analysis of academic sources, institutional reports, and sustainability performance data. The findings highlight an emerging organizational shift: sustainability is increasingly treated as aprerequisite for competitive development in higher education, rather than a peripheral policy goal. The study argues that aligning governance, educational strategies, and operational management with sustainability principles is essential for universities to serve as effective agents of socio-environmental transformation.