Current approaches to sustainability performance primarily capture the reduction of negative impacts, but are rather silent about creating positive sustainability performance (PSP). This paper draws on framing effects theory to argue why interviewees in our abductive single case study of the life cycle of a laundry detergent struggled to identify PSP. Based on the theory and our findings, we argue that negative sustainability performance is a “sticky” frame in individual perception, and propose a research agenda for PSP that discusses three research routes and key determinants (i.e., systemic mindsets, collective goals and collaboration, and a balanced view for sustainable value) to explain how the dominant negative frames can be overcome to advance PSP. This study contributes to the sustainability management and performance literature by illuminating a current blind spot (PSP) and how the dominant negative frame can be overcome.