Consumers are becoming increasingly critical when it comes to manufacturers and the products they offer. Buying behaviour is influenced more and more not so much by the question of what the company produces, but first and foremost why and how. Profitability is also a measure of market attractiveness. That is why sustainable production will become the new standard. It starts with intelligent designs in which careful considerations must be made between usefulness and necessity, costs and benefits. A new era of unprecedented opportunities awaits companies that dare to evolve.