In an era marked by unprecedented environmental, social, and economic disruptions, businesses face the imperative of integrating sustainability into their core strategies. Sustainable business models (SBMs) have emerged as a response to the pressing need for long-term value creation that balances profitability with environmental stewardship and social responsibility. Unlike traditional models that focus solely on financial performance, SBMs incorporate principles of sustainability, aiming to minimise negative externalities and capitalise on opportunities within the green economy. This chapter explores the conceptual foundations of sustainable business models and their role in addressing global challenges such as climate change, resource depletion, social inequality, and regulatory pressures. By analysing key frameworks, case studies, and emerging trends, we will examine how organisations can transition toward sustainability-driven models, ensuring resilience and competitive advantage in an increasingly volatile and uncertain global landscape. Furthermore, the discussion will highlight the intersection between sustainability and innovation, illustrating how businesses can move beyond compliance to embrace regenerative and circular approaches that foster long-term system-wide benefits. Through this analysis, we seek to understand the evolving dynamics of sustainability in business strategy and the mechanisms through which firms can drive meaningful impact while maintaining economic viability. The chapter sets the foundation for a broader discussion on the transition from sustainability to circularity, outlining the strategic imperatives that define the future of business in a rapidly changing world.