In addressing sustainability issues, companies face many conflicts between the three dimensions of sustainability (e.g., environmental/social goals and demands versus economic ones). Tensions in sustainability can generate complex challenges for organizations, due to the many different aspects involved—characterized by different perspectives, logics, resources, regulations—and therefore weaken their sustainability efforts. The current study aiming at empirically investigating whether a paradoxical sensemaking of sustainability tensions can support companies in achieving higher sustainability outcomes. A quantitative analysis has been performed on original survey data about tensions, paradoxical frame and performance in sustainability. The analysis revels that framing sustainability tensions as paradoxes fosters sustainability performance of companies.