Safe-and-Sustainable-by-Design (SSbD) is a new concept proposed by the European Commission to support the urgent need to transition towards a more preventive and proactive approach in chemical and material innovation which supports a more sustainable future and in meeting the UN's Sustainable Development Goals. SSbD provides orientation and guidance by taking a system approach. SSbD building blocks were developed: regenerative corporate and societal strategic needs (considering service and function), risk and sustainability governance, competencies, and data management. This viewpoint brings these building blocks together in a holistic way to create an innovation landscape ensuring safer and more sustainable chemicals, materials, production processes and products in science, technology, and industry; starting from 'design' and that is fit for supporting a sustainable future.