Sustainability is one of the many marketing strategies by which companies strive to gain a competitive advantage. Over time, marketing strategies have changed priorities. With the emergence of problems related to climate change and environmental problems in general, sustainability has become a key element in the implementation of marketing strategies. In addition to the above environmental problems, social problems have become the focus of many researchers. Furthermore, sustainability is a long-term strategy, which seeks to meet the needs of present and future generations. Although sustainability is considered only environmental sustainability, it also includes difficulties related to economic and social problems. The main task of marketing has become to meet customer needs, with changes in customer expectations related to the quality of products and services offered by companies. In line with the changes, companies are trying to implement these expectations in their marketing strategies in order to achieve a competitive advantage in the market. Thus, sustainability has become one of the main tools for companies to grow and develop. Defining the social inclusion of the company, emphasizes the importance of establishing relationships with stakeholders and stakeholders, while referring to the importance of employees in the company and creating a quality relationship with suppliers, given their contribution, while not omitting market orientation towards consumers. innovative products and services. In accordance with the above, a sustainable marketing orientation is shown on the example of the company Podravka d.d. which seeks in strategic ways to improve the sustainability of its business.