The guiding feature of contemporary time and global society is the concept of sustainability. It penetrates in many areas and it is simpler to track it at the level of everyday life and business. This contemporary concept is a new practice, completely diversified from one's former. Actually it is possible to talk about sustainable business, sustainable development, and sustainable economies. All of these terms are based on equal principles and values. They are mutually conditioned and complementary. In doing so, socially responsible business is sustainable business practice of entrepreneurs and is the slouching form of creating a sustainable economy. Based on the intensification of the investigation as well as the general sustainable development, the conditions for the development and strengthening the sustainable non governmental economy and beyond are ensured. Although the Croatian economy cannot be characterized as sustainable, there are clear indications that this is one of the strategic goals, as there are now many changes and tensions in this direction. The media can be found in this process as a sympathy of communication, but also as a means of education, support, promotion, co-operation and a host of other functions