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• Research objectives and questionsA shared value proposition must support cognitive designs of a Sustainable Business Model (SBM). This study proposes to adopt a multi-stakeholder approach in marketing, which can integrate the interests of a range of stakeholders affected by the innovation.• MethodologyUtopian scenarios represent forward-looking dialogue methods, which might also limit conflicts of interest among various stakeholders and promote co-creation. Such an approach can overcome limitations in current marketing research, which lacks effective methods to encourage co-creation. With group interviews conducted in a mountain resort village, this study reveals how utopian scenarios can influence common visions, centred on shared value propositions.• ResultsThe results reflect the transition from individual representations of a current Business Model (BM) to collective representations of a future SBM to design a shared vision. They also provide a critical perspective on the desirability of this vision.• Implications for marketing decisionThe analysis reveals the transformative capacity of utopia as a lever for strategic action in the cognitive design of a SBM. The resulting managerial recommendations can support organisations’ implementation of this lever to design SBMs.• OriginalityThis research adopts utopian scenarios as a novel methodological tool, borrowed from other social sciences, to mobilise the imagination and cognition of stakeholders.