ABSTRACT
This chapter proposes thoughts on sustainability and practices of sustainability education in marketing and helps marketing educators to sustain the brain in sustainability education. It addresses the issues of multigenerational equity, cross-cultural equity, and corporate sustainability in the marketing education. Most definitions of sustainability in marketing education draw on the definition of sustainable development given by the G. H. Brundtland Commission. Several management educators have urged students to pursue triple bottom lines: economic, environmental, and social sustainability through experiential learning, multi-disciplinary teaching, transformation paradigms, new metaphors, holistic education, system-thinking, and innovative collaborative approaches. The chapter presents an ongoing discussion about students' learning and the challenges of teaching sustainable development. The basic focus of pedagogical strategies is to affirm each student's worth and to inspire him or her to form the desire for sustainability and exercise his or her brain. Professional educators need to question the assumption that students know how to transfer their education into the business world.
