This article analyses the important connection between corporate longevity, social responsibility and intellectual property rights (IPR) assets in the context of sustainability. Society is demanding greater transparency of the footprint corporate entities leave on the planet as a result of how their business model is activated. The private sector response necessary to operate sustainably in the long term is critically examined specifically in connection with the United Nations 2030 Sustainable Development Goal 9 Industry, Innovation and Infrastructure (SDG 9). SDG 9 aims to "Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation". Certain characteristics of companies in the century club are contrasted with those of the younger MNEs with IP-reliant digital business models to illustrate the important connection between innovation, IP, sustainability and corporate longevity. Learning from the management literature about the characteristics of established companies in the ‘century club’ together with a deeper understanding of core innovation theory may buttress the new digital MNE’s adaptability, commercial success and longevity, within the wider sustainable industrialization context.