This paper aims to contribute to the development of sustainability-oriented innovation (SOI) and provides initial guidance on how to achieve and maintain sustainability. The authors review 100 scholarly articles and 27 grey sources from the period of the three Earth Summits (1992, 2002, and 2012) to address four specific deficiencies in the existing literature: the meaning of SOI, its conceptualization, its treatment as a dichotomous phenomenon, and the exclusion of contemporary practices. They adopt a framework synthesis approach, constructing an initial conceptual framework and iteratively refining it based on the reviewed studies. The paper proposes a model of SOI that progresses from regulatory stimuli and incremental changes at the firm level to radical changes at the systems level. The model emphasizes the need for a step-change in philosophy, values, and behavior, reflecting in the firm's innovation activities. The paper concludes with a discussion of the implications for scholarship, policy, and practice, and identifies opportunities for further research.This paper aims to contribute to the development of sustainability-oriented innovation (SOI) and provides initial guidance on how to achieve and maintain sustainability. The authors review 100 scholarly articles and 27 grey sources from the period of the three Earth Summits (1992, 2002, and 2012) to address four specific deficiencies in the existing literature: the meaning of SOI, its conceptualization, its treatment as a dichotomous phenomenon, and the exclusion of contemporary practices. They adopt a framework synthesis approach, constructing an initial conceptual framework and iteratively refining it based on the reviewed studies. The paper proposes a model of SOI that progresses from regulatory stimuli and incremental changes at the firm level to radical changes at the systems level. The model emphasizes the need for a step-change in philosophy, values, and behavior, reflecting in the firm's innovation activities. The paper concludes with a discussion of the implications for scholarship, policy, and practice, and identifies opportunities for further research.