Business education has experienced a significant surge in popularity over the past few decades, with an increasing number of students pursuing degrees in business and management. However, this rise has not been without criticism. Many have argued that business education exacerbated social and environmental issues by focusing on shareholder value maximization and short-term financial performance. Paradoxically, this criticism appears under unclear educational efficiency, declining study intensity, and grade inflation (not only) at the business schools. In response to the criticisms of their shortcomings, business schools have begun incorporating Environmental, Social, and Governance (ESG) values into their curricula to try to develop responsible and ethical business leaders. Despite the promising intentions behind this shift, we argue that the impact of education on students' values may be limited. The current efforts to rebrand business schools may encourage students to engage in virtue signaling rather than foster genuine changes in values, thus creating superficial commitments to sustainability.