Innovating in Times of Crisis is the motto of the upcoming ISPIM Virtual Conference. We are featuring a new Special Interest Group with a dedicated track on Values-Based and Sustainable Innovation with some of the worldwide leading innovation specialists from research and advanced practice. As co-hosts of the conference we also contribute Values-Based and Sustainability-Oriented Innovation Management as focal topics. Changing customer and stakeholder values and normative frameworks such as the Sustainable Development Goals (SDGs) by the United Nations create new challenges and opportunities for innovation. We call for demonstrations of innovation approaches and solutions for key societal challenges on local, regional and global levels and how these can create our common innovation future.