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While the Earth system is in overshoot mode with an imminent threat to our social, ecological, and economic systems, cultural evolutionary theory may hold the key to more successfully addressing many of our sustainability challenges. With the aim of illuminating the potential of studying the evolution of a sustainable bioeconomy through a cultural evolutionary lens, this article outlines the contours of a novel research avenue in the form of five propositions. It contributes to current conversations in the literature at the intersection of sustainability transitions, dedicated or mission-oriented innovation systems, and the bioeconomy by raising awareness of the warranted value that a cultural evolutionary perspective has in tackling these grand challenges and addressing how this yet unclaimed potential could be materialized.JEL Codes: B59, E14, E71, H12, O13, O35, Q01, Q50, Z13