This paper was presented at the IPSERA conference 2013. It explores how stakeholders make sense of sustainability in supply chains (SC), and therefore affect the development and implementation of sustainable SC practices. We adopt sensemaking theory to analyse findings from an action research study using multiple qualitative data collection methods. Through sensemaking and sensegiving, stakeholders co-create the change for sustainability. We show that stakeholders’ perceptions of sustainability are varied. Multiple individual and collective mechanisms are used to deal with and work through ambiguity spurred by the implementation of sustainability in the SC. Conflict between SC stakeholders emanate as key inter-organisational sensemaking process for sustainability.