Today the challenges of sustainable development require new offers and new uses to be devel-oped within the framework of an eco-innovation process integrating environmental and societal approaches. The aim of this paper is to present the final result of a three year research about the advantages of using crea-tivity tools to foster new concept and idea generation phases during eco-innovation processes. To do so, this paper describes an eco-innovation tool based on the modification of the creativity tool ASIT in the perspec-tive to answer to the challenges and issues raised by sustainable development. Also, by using state of the art in eco-innovation tools, we propose a strategy for adapting the ASIT tool for eco-innovation. This adaptation concerns the preparatory stage, when the group needs to formulate the initial problem, and the eco-ideation stage, when ideas and concepts have to be generated in a sustainable way. This research confirms the need to better support the ideation phase of eco-innovation processes. More generally this paper shows that the eco-innovation processes require stimulation mechanisms in order to lead to more efficient eco-innovations in all the aspects of sustainable development.