Sustainable product development (SPD) is a prerequisite to meet United Nations sustainable development goals (SDG). Manufacturing companies take on different strategies and ambitions in their sustainability approach. In a case study with four manufacturing companies; two automotive suppliers and two furniture companies, it is shed light on various strategies and practices for sustainability in industrial practice. The furniture companies have sustainability as a foundation for their business strategy and every day activities. On the other hand, the automotive suppliers obey regulations and their customers’ demands. One reason for different approaches is the companies place in the value chain. A company with the product focal brand is more likely to gain from sustainability strategies and actions.