Climate change is getting increasingly more attention as the effects become more and more visible and new reports emphasize the urgency to undertake action. The chemical industry has a big role to play in the sustainability transition. The adoption and diffusion of sustainable innovations in the industry can help facilitate this transition. However, there are barriers in place that hinder the development of sustainability in the industry. Overcoming these barriers is the first step in accelerating the transition. However, driving forces play a role as well, by motivating companies to become more sustainable and helping them in the transition.