This study examines the necessity and contributes towards the development of a sustainable business model (SBM) for the emerging battery second use (B2U) market within the electric vehicle (EV) industry. Previous work identified that SBMs and EV B2U are emerging as major research streams but there is seems to be paucity among literature to deliver an overarching framework or a holistic view between these fields and highlight fresh areas for future research. We intend to unearth new knowledge through comprehending how B2U stakeholders undertake their business-related activities. These are not only focused on economic profitability but more importantly address wider social and environmental stakeholder value as part of prospective SBMs. We are using the SBM archetypes as the major lens for our data analysis to study multiple cases of B2U stakeholder roles and understand further the scope and ultimate purpose of their operations. Preliminary results indicate that the SBM archetypes lead towards sustainability innovation strategies that create a new conception of business models for sustainability in the EV B2U market. Additionally, although profitability is a major priority, it does not seem to be number one anymore. This is an element that confirms a new market perspective towards a sustainable circular economy. In turn, this creates shared sustainable value for multiple stakeholders through cross-sectoral collaborations. Ultimately, we aim to conceptualise a sustainable innovation business model (SIBM) framework for the B2U industry. The particular model includes such shared sustainable value creations which in turn drive forward business performance and sustainability at the same time.