Abstract This study aims to carefully and thoroughly examine how private housing companies in Malmö consciously work towards promoting sustainability within areas facing socio-economic challenges. To gain an in-depth understanding of this subject, a qualitative research methodology was used, collecting empirical data through interviews with representatives from four prominent private property companies in the region. The study was analyzed and evaluated using a theoretical framework thoughtfully designed to encompass the comprehensive aspects of sustainability: social, environmental, and economic. This provided an opportunity to study how these companies actively contribute to and promote sustainability within these specific domains.   The results of the investigation reveal a clear and significant insight - private housing companies in Malmö prioritize ensuring economic sustainability as their primary objective, primarily seeking to maximize returns on their investments. It is evident that the economic dimension dominates the decision-making process and guides the investment strategies of these companies. Social and environmental sustainability receive less attention and are not given the same priority as economic profit. This challenges the overarching goal set forth in Agenda 2030 to provide affordable housing for all, where social and environmental considerations are fundamental components.