Nowadays design is faced with the challenge to contribute to the transition towards a sustainable society. Design for Sustainability (DfS) is the response to this challenge. It includes but goes beyond what Design for the Environment or ecodesign provides, by integrating social, economic, environmental and institutional aspects and by offering opportunities to get involved, express one’s own identity beyond consuming standardised mass products. DEEDS, a Leonardo research project, had the mission to embed sustainability in design and design in sustainability. For this behalf, the project partners approached the issue from the angles of design, sustainability science and sustainable consumption analysis, developing tools and rules (the SCALES principles) to support DfS and to incorporate it into design education and practice. The paper describes the framework conditions as explored by sustainable consumption research, the obstacles identified by DEEDS and gives hints how to overcome them based in the lessons learnt in the course of the project.