In planning for a future that fulfils sustainability goals, there is a need to explore how roles taken in socio-ecological transitions are perceived among different types of actors. Empirical insights from interviews with diverse actors involved in Swedish housing development are presented, addressing the roles, conflicting logics and power relations between different sectoral categories of actors and at different organizational levels. Key aspects that emerge relate to the shift from state to market in contemporary Swedish housing development, where private companies emphasize their role in shaping societal development as inherent to working with sustainability. Conflicting logics can be found between short-term economic interests and long-term planning and policy, as well as intra-organizational differences in competency and leadership. Conclusions point to that the role of third sector or community actors in pushing agendas and norms to bring about transitions could be acknowledged further. Yet there is a need to examine the power relations currently reproduced, and how these could be challenged in future housing development. This includes critically assessing the potential for new types of actors and cross-sectoral collaborations, but also instigating more fundamental discussions of the kind of society strived for, and the radical transitions needed.