Those working in product development need to consider sustain ability, being careful not to compromise the future generations ability to satisfy its needs. Several strategies guide companies towards sustainability. This paper studies six of these strategies: eco-design, green design, cradle-to-cradle, design for environment, zero waste, and life cycle approaches. Based on a literature review and semi-structured interviews, it identifies 22 factors of sustainability from the perspective of manufacturers. The purpose is to determine which are the most important and to use them as a foundation for a new design strategy. A survey based on the 22 factors was given to people working with product development; they graded each factor by importance. The resulting qualitative data were analyzed using evidential reasoning. The analysis found the factors minimize use of toxic substances, increase competitiveness, economic benefits, reduce material usage, material selection, reduce emissions, and increase product functionality are more important and should serve as the foundation for a new approach to sustainable product development.