This study examines the transition of strategic design towards sustainability, inspired by the ‘Strategic Design for Green Transition’ track at the What’s Around Design? 2024 conference. By reviewing definitions of strategic design in academic literature, the study illustrates a shift from traditional and vertical to broader and horizontally integrated approaches that emphasize environmental and social responsibility. The analysis highlights the pivotal role of strategic designers in fostering sustainable innovation and systemic transformations. The findings underscore the necessity for future research in the practical application of strategic design to address global sustainability challenges and facilitate a green transition.