This study aims to identify challenges and opportunities for implementation of sustainability-oriented decision support in product development. A literature review and interviews with field experts were performed. Most methods/tools designed to support sustainability considerations in product development have a low level of implementation. A lack of the full scope of sustainability and poor practical applicability might be reasons. Implementation could be improved by amending these deficiencies. Another opportunity is to integrate sustainability aspects in methods/tools that are often already implemented in companies. A low-hanging fruit can be to focus on the area of risk management together with defining sustainability criteria.