The growing concern regarding the worsening of environmental conditions and the energy crisis has led, in recent decades, to a strong push to rethink and renew the construction and production sector. This need has brought the advent of design approaches for sustainability that are based on the circular economy paradigm, the reduction of resources and energy consumptions, and the minimization of climate-changing emissions. Following these premises, some bio and geo-based materials such as raw earth, have received great attention by virtue of their availability, low economic and environmental cost, and good material performances. This contribution deals with framing contemporary earthen construction within the broader challenges of the transition path to a more sustainable built environment. Furthermore, the main limitations that earth construction must face today to establish itself as a valid alternative to conventional construction are exposed and commented on. Finally, the main challenges and opportunities for raw earth materials are outlined by analyzing the last advances in research and industrial production.