This chapter investigates the framing technique of sideways positioning, which shifts the narrative focus across different dimensions or aspects of an issue, altering its perceived relevance and significance. This strategy involves moving discussions from one domain to another – for example, from economic to ethical considerations or from environmental impact to personal health benefits – thereby changing the frame through which an issue is viewed. Through this lateral shift, the chapter illustrates how public attention is redirected to different facets of a topic, influencing perceptions and actions in subtle yet profound ways. The technique is particularly effective in sustainable consumption, where arguments might shift between the moral imperatives of ethical consumption and the aesthetic appeal of eco-friendly products. The chapter underscores the potency of sideways positioning in framing debates, highlighting its ability to reshape the narrative landscape and alter the grounds upon which discussions are based. By examining various case studies, including the strategic repositioning of issues within supply chains and the intersection of aesthetics and ethics, the chapter emphasizes the nuanced, multidirectional nature of framing and its significant impact on public discourse and decision-making.