In an era of escalating environmental risks, resource scarcity and regulatory pressures, businesses are increasingly compelled to reconcile ecological responsibility with economic performance. Eco-innovation — the development and deployment of new or modified processes, products and business models that reduce environmental impact while creating value — offers a pathway for firms to achieve both sustainability and profitability. This paper explores how eco-innovation functions in a business context, identifies key enabling technologies, presents major use-cases, discusses critical challenges and limitations, and considers future prospects. Drawing on empirical studies and industry reports, we show that eco-innovation can contribute to cost reductions (through resource and energy savings), market differentiation, and improved financial performance. Yet it also faces hurdles in measurement, scale‐up, stakeholder alignment and initial investment. We conclude that firms that strategically embed eco‐innovation into core business models will be better placed to align environmental responsibility with profitability in the evolving competitive landscape.