This paper aims at identifying the direction for more sustainable development of the use of concrete in road infrastructure in an industrialised context. The increase in the global mean temperature is one of the most severe challenges today. The concrete industry is responsible for significant emissions of greenhouse gases, most attributable to cement production. However, concrete is one of the most important building materials in the world and indispensable for the societal development in countries at all development stages. Thus, the concrete industry needs to take measures for reducing emissions. This paper investigates possible directions for the development of the concrete industry, to reduce climatic impact and accommodate positive societal growth. The investigation is carried out as a SWOT analysis, focusing on three terms dominating the present discussion on any development within the construction industry; sustainability, industrialisation and digitalisation. The result is a thorough discussion and a set of recommendations for the direction of future research and innovation on sustainable use of concrete in the construction of road infrastructure. The major opportunities and threats are summarised in the conclusions, and future research to be carried out in two of the authors’ PhD-projects are described.