Aluminum alloys are today entirely recyclable and are seen as a sustainable material. However, there are limitations in the use of aluminum from material strength and cost perspective. Nickel, copper and rare earth metals are alloying elements that may provide strength at room and elevated temperatures. These are, however, often seen as harmful from a sustainability viewpoint. Additionally, these alloying elements are commonly costly. The current paper makes an analysis of the sustainability-strength dimension of alloying, together with a cost perspective, to guide alloy producers and alloy users in making an educated choice of direction for future materials and material development.