This paper focuses on the role of sustainability as a driving force for transformation and societal innovation to meet a new global landscape for sustainable business, using societal and environmental challenges as part of the business model. There is a new business landscape we have to face (Normann, 2001), which requires an understanding of how business and societal innovation can be problematized and understood in real context and in a broader and transcendental view of business logics (Enquist et al, 2015) not firm centric but rather from societal perspective (Laczniak and Murphy, 2012). To get a deeper understanding what Transformation-Agenda (The Agenda-2030) means for transformative change, we have looked into real contexts of two enterprises: IKEA, the world leading furniture enterprise; and Löfbergs, family owned coffee roaster in North Europe. Löfbergs is a global actor in coffee & climate transformation. These companies have setting up a transformation agenda by engaging with the small holders at the bottom of the supply chain and by setting for up global initiatives, as pioneers. A transition to sustainability can only attained by combining technology with deep system innovations and lifestyle changes (Rockström and Klum, 2015; p. 133). Primary data for this study was collected through in-depth interviews and a dialogue. This paper contributes to crafting a holistic approach for societal innovation through a feasible and proactive transformation to meet societal and sustainable business challenges. Sustainable innovation will be used as a platform (Nidumolu et al, 2009) to create new services and new business models and develop sustainability for society.