In this paper, expectations along the Finnish dairy supply chain for innovation to achieve more sustainable farming systems are identified. Four focus group discussions and three interviews for low input and organic dairy supply chain members were performed. The Q Methodology was used to highlight common ground and divergence in the expectations that organic and low input dairying can deliver. The common view is that innovation in housing aimed at improving animal welfare should be fostered. Animal welfare innovations were highlighted especially by the consumer group. Other supply chain members encouraged in accordance with consumer group animal welfare, but also innovations linking with the efficiency of production and feed quality. Common understanding between actors is that innovations linking to genetic modification are not acceptable. Many respondents also considered unnaturally those innovations that were linking with acceleration of genetic selection, speeding up calf development, and supporting in 100 % indoor dairy systems.