While the cement industry had traditionally been linked to the concepts of modernity and development, the drive towards socially responsible and environmentally friendly business practices has required a revision of the industry mostly in relation to its sustainability programs. This paper examines the logics followed by employees when relating to the concept of sustainability as sustainability programs are implemented in the cement industry. The interaction with different stakeholders in combination with personal convictions about ethics, power, environment and participation in a team influence how an individual understands sustainability policies and makes them concrete.