The concept of sustainability has been spread like one of the most cited and interesting trend topics giving a lot of definitions and good practices to perceive it. In this context, the perception of sustainability for the population and the companies is one of the aspects less frequently faced. In this work, this issue has been analysed using results from a survey in which two samples (2022–2023) of 1, 000 respondents answered to the perception of sustainability for Italian companies. The main aim of the work is to detect changes in perception of the sustainability and the role played by the companies in this field in the two years. The objective was achieved asking the population how much they are informed about sustainability, SDGs and how much they are available to pay to choose a sustainable company respect to one not sustainable. First empirical results showed no substantial changes in the discriminant items and in the creation of groups of behaviours.