Sustainability and adaptation to the needs of the world today and tomorrow cannot wait nor are they negotiable: therefore, we must choose to seek innovative solutions, take advantage of the knowledge and technologies within our reach and take action. There are many strategies with different lines of action to achieve this transformation towards sustainability: climate change, environmental regulations, energy efficiency, water management, Circular Economy, Industry 4.0, sustainable finance. We know that our sector is determined to reach great achievements and act from its responsibility as the engine of the global economy. The rubber industry can be a sustainable economic engine and prepared to respond to current and future challenges.