Sustainability and profitability are often considered conflicting values within the blue economy, creating a challenge in adoption of sustainable practices. However, designing solutions in a sustainable way is increasingly recognised as a source of competitive advantage. In multiple EU policies a resilient renewable energy mix has been linked to biodiversity and sustainability challenges. This together with a new market drive to ensure environmental impacts minimization (dictated by offshore wind tenders) makes sustainability a crucial aspect for a future-proof economy. Most projects on offshore renewable energy innovations display a shortcoming in considering sustainability in the early stage.