["Business Strategy and the Environment, Volume 35, Issue 3, Page 3655-3671, March 2026. ", "\nABSTRACT\nSustainable business models (SBMs) inherently involve tensions, which are contradictory or misaligned demands that companies must consider simultaneously. However, there is a gap in the literature regarding the relevance and linkage of these tensions to strategic marketing considerations, including positioning, competitiveness, differentiation, and a company's interaction with customers. This study aims to identify a set of tensions that arise in the strategic marketing of SBMs and to explore how these tensions can be responded to by companies. The study adopts a conceptual methodology, applying customer value propositions (CVPs) as a structured strategic marketing lens to explore tensions. Further, stewardship is suggested as an ontological approach that shapes the strategic marketing responses to tensions for the collective good of future generations. The resulting framework outlines how companies can embrace SBM tensions, including their hierarchical intensity, make sense of complexity and address the dominance of unsustainable models through strategic marketing mechanisms.\n"]