Over the last three decades, a growing phenomenon in marketing practice has been a cross-section of societal concerns about sustainability, consumer behavior, and the marketing of products and services in a number of key markets. Today, common marketing thinking is increasingly unable to cope with the environmental, social and commercial reality facing humanity, and that is why sustainable development emerges as the basis for sustainable marketing. This appears as the right answer – a solution that seeks to respect nature, our heritage and our natural resources. Sustainable marketing shares the long-term orientation of relationship marketing, as opposed to the usual short-term focus of modern marketing transactions. It is recognized that the transition to sustainable marketing partly involves the integration of social and environmental criteria into conventional marketing thinking and processes, and it is what presents the need for their integration into the articulation of marketing values and setting marketing goals. Today companies give their focus to sustainable marketing, because in this way, in addition to protecting their business and doing business sustainably, they also monitor a pattern of consumer spending. The consumer buys thoughtfully and with awareness and empathy for the environment. It is this level of increased awareness that gives many companies a great maneuver to change their way of doing business from the ground up, since they retain existing, but also acquire new customers, ensure their loyalty and, ultimately, satisfaction. This satisfaction is mutual, because the customer gets a product that is produced in a sustainable way which is important to him, and by selling such a product the company has two benefits – generating profits and protecting and preserving the environment.