Visions and goals for sustainability in new neighbourhoods aim to engage developers and citizens in the planning process. Against the backdrop of the market-oriented Swedish planning system, this article aims to deepen the understanding of how planners balance different interests in the formulation of visions and goals in new sustainability-profiled neighbourhoods, and the implications for sustainability. The concepts of politicisation and depoliticisation are used to understand how different interests are mobilised through the visions and goals in two new sustainability-profiled neighbourhoods in Sweden. Interviews with planners illustrate that the participation in the visionary planning largely targeted the developers. The article displays a form of depoliticised market-orientated sustainability planning. This is reflected already in the early formulation of visions and goals, as the planners facilitate the participation of developers at the expense of citizen participation. The article concludes with reflections on the role of the planner in planning for sustainable urban transformations.