This chapter addresses the importance of designing sustainable and circular solutions that can also foster changes in user behaviour. A transition towards sustainability partly depends on consumers changing their behaviours and, in some instances, consuming less. It also requires different types of products that form part of more circular production and consumption systems, or work in emerging “bottom-of-the-pyramid” market contexts, so that human needs can be met with a much lighter ecological footprint. Sustainable product development means that social and ecological sustainability considerations are integrated throughout the design process. By applying strategic thinking, step-wise solutions can be identified that contribute to sustainable development in ways that benefit the own organization, thereby creating positive change and momentum for further action. This holistic approach involves anticipating sustainability-related consequences early in the innovation process, which is critical for minimizing socio-ecological impacts. By focusing on a product’s full life cycle rather than traditional performance metrics, companies can align their development practices with environmental and social responsibilities and cease opportunities on increasingly sustainability-driven markets. For those working in marketing and product development, training to think and act strategically in relation to sustainability is essential to prevent humanity from being overwhelmed by its own consumption.