The UN Sustainable Development Goals (SDGs) are ubiquitous today. The SDG Business Forum (2017) recognised businesses' vital role in delivering the promise of sustainable and inclusive development. Until now, most academic research has focused on sustainability in large companies. This stands in stark contrast to the number of small-and medium-sized enterprises (SMEs) and start-ups, representing 9 out of 10 enterprises in Europe (European Commission, 2020), thereby playing a significant role in controlling the industry's footprint and contribution to a more sustainable society (Schaltegger & Wagner, 2011). In business ecosystems, SMEs act as customers, suppliers and complementors (Cenamor, 2021;Theodoraki et al., 2018), so as a group, they are influential actors controlling the resource flows. There are still many unanswered questions about approaching sustainability in entrepreneurship and SMEs. To become sustainable, entrepreneurs and SMEs need to consider social and environmental aspects in their business operations, in addition to being financially sound. Even though entrepreneurs and SMEs have many similar challenges, they are also different. Entrepreneurs start with a sustainable mission that may be challenged over time, while SMEs transfer to embed sustainability within an existing mission. Over the years, the research on sustainability in existing businesses has moved from an end-of-life focus looking at technical solutions for material recycling to reducing resources throughout the life cycle of products and services. A recent literature review by Cillo et al. (2019) emphasised internal managerial issues related to sustainability in innovation activities, studying structures, resources, capabilities and processes that can support environmental and social aims in innovation management. This resonates with Schaltegger and Wagner's (2011) study that proposed a comprehensive framework that can seamlessly integrate sustainable entrepreneurship with sustainable innovation. This approach assesses a company's environmental and social orientation and its market impact, thereby providing valuable insights for both theoretical understanding and practical