Self-Laundering for Marketing

In today's world, consumption brings contentment. Consumers are glad, thinking themselves as being wealthier and more prominent by buying and consuming more, whereas companies are delighted with the increased profitability resulted by higher production levels. However, given the data on economic and social inequalities in addition to environmental resources which are coming to an end, the happiness cannot continue forever. Therefore, in this chapter, the role of marketing in the formation of consumption culture and the concept of sustainability are reviewed. Moreover, the interaction between marketing and sustainability and what these two concepts can offer for each other is discussed. To guide the companies in forming sustainability strategies, practices of respectable and pioneer companies that are included in the Guardian's “Best Sustainability Practices in Business List” are presented.