In this chapter, we have defined what is meant by products and discussed some of the classic models of product development. We also looked at how we arrived at a growth-oriented system and some of the strategies the biggest brands in the world have used, which have contributed to the perpetual consumption of products. We explored how the economic systems and business models laid the foundation for the mass-produced product and the rapid development of the growth-oriented system. We reached services as a means of integrating the consumer into the co-creation process of products. Many businesses have struggled to adopt the sustainable production of products throughout the entire product lifecycle. According to the SDG update report in 2022 (► https://unstats.un.org/sdgs/report/2022/The-Sustainable-Development-Goals-Report-2022.pdf ), COVID-19 has wiped out more than 4 years of SDG progress. Businesses are in a perfect position to make an immediate impact on such issues. We discussed some of the potential ways forward in addressing such issues. Treated as a strategic priority for brands, sustainable innovation for products and services can be a solution for addressing both the production of ethical and responsible products and the ethical and responsible use of those products by consumers. Sustainability is no longer tolerated as a PR gimmick; it must be weaved through the entire brand strategy.