Abstract
This study examines the integration of sustainability in the mission statements of Argentine Higher Education Institutions (HEIs). Using a qualitative approach, the study analyzes both public and private universities through semiotic and discourse analysis. Results indicate that only 15% of HEIs explicitly mention sustainability in their missions, with significant differences between public and private institutions. Public HEIs often link sustainability to public service and social justice, while private universities focus on competitiveness and innovation. References to the Sustainable Development Goals (SDGs) are rare, appearing in only 2% of the statements. This suggests that sustainability integration is still nascent and needs to align more closely with the 2030 Agenda. The study concludes that there is a need to enhance coherence between stated missions and institutional practices to foster a more committed higher education system that advances sustainable development in Argentina.