In their influential roles within the World Trade Organization (WTO), Canada and the European Union (EU) demonstrate a strong commitment to sustainable development and multilateralism, navigating challenges and opportunities. Plurilateral negotiations, particularly the Joint Statement Initiatives (JSI), underscore their dedication to addressing issues like services regulation and fostering inclusive trade. The institutional framework of their Comprehensive Economic and Trade Agreement (CETA) provides a structured mechanism, with specialized committees like the one on Trade and Sustainable Development, to ensure transparency, regulatory cooperation, and trade promotion aligned with sustainable development goals. However, challenges persist in achieving consensus on binding commitments. The temptation of unilateralism, exemplified by the EU’s carbon border adjustment mechanism (CBAM), raises concerns about its compatibility with WTO principles and the potential prioritization of sustainability over economic development. Despite these challenges, Canada and the EU continue to champion sustainable development in various international forums, emphasizing the importance of the WTO as the primary platform for reconciling trade and sustainability. The forthcoming thirteenth WTO Ministerial Conference in 2024 presents a crucial opportunity for these leaders to demonstrate a significant commitment to a balanced approach between economic development and sustainability in international trade.