Acceptance by, and cooperation with relevant stakeholders in developing new sustainability initiatives when they are generally perceived as positive, is one of the keys for successful implementation of such new sustainability initiatives later on. It is remarkable, however, that ample literature exists about involving stakeholders in research projects focusing on problems with diverging views (controversy) around facts and values (wicked problems), but there is very little literature addressing whether and how to involve relevant stakeholders in case of initiatives where diverging norms and values do not play a (substantial) role, like in sustainability assessment for a future seaweed industry. This perspectives paper addresses that gap, and explores how to design such sustainability assessment, illustrated by how stakeholder interaction influenced the assessment and its results for a future seaweed industry in Sweden, followed by a discussion whether and how a similar approach may benefit sustainability assessment of other non-wicked sustainability initiatives.