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Companies are required to think of ways to address their sustainability responsibilities and impacts. Although they commonly present some of their activities and impacts at a high-level of abstraction in their sustainability strategies, the impacts of their products and services may remain unclear in such reporting. This is partly due to the lack of suitable tools to increase their awareness regarding the potential effects of these products and services on different sustainability dimensions. Using a case study, this paper shows how the Sustainability Awareness Framework (SusAF) can be applied to identify such potential effects of an IT company’s (software) product and how such identified effects could be linked to the company focus.