Front End Innovation is a hot research topic, but there is still little research done on its relationship to design for sustainability. This paper explores the challenges of integrating environmental sustainability in this early stages of an innovation process and the design brief. The study is based on a content analysis of 35 design briefs from Belgian SMEs and multinationals, and a practitioners session with representatives from 14 Belgian companies. This results indicate a limited uptake of sustainability in Belgian design briefs. Furthermore, it argues that the use of certain strategies, such as front-loading, pushing sustainability upstream in the briefing process and sustainability opportunity identification in the front end, could help in greening the design brief
