Taking sustainability into account early during the design process of health care products can lead to the development of more innovative services, products and packages. At the same time, the UN Sustainable Development Goals (SDGs) likely point to stricter upcoming regulation and new reporting standards, which can present substantial competitive advantages if acted upon pre-emptively by health care companies. So, it is far from certain that sustainability would be a cost creator, and instead might actually result in significant economic upsides.