ABSTRACT
No company can be a sustainable company unless it is successful. That means that it has to achieve its traditional business objectives as well as to try its best to act in a way which is consistent with sustainable development. For many people there may appear to be a number of conflicts here. It is often assumed that being socially and environmentally sensitive will cost money. However, we have seen many case studies of companies where this is not the case. But even where operationalizing sustainable development in the business organization does add to costs, this is still consistent with good business, so long as the benefits of differentiating the company and its products in that way exceed the costs. Therefore, what is very important for a company that wants to move in the direction of sustainable development is the ability to differentiate its products and its overall corporate image. Therefore, the marketing function is vital if the organization is to communicate its difference. However, there is a clear win-win situation here if, at the same time as communicating the difference, the company can also persuade and educate its consumers and the wider public to act in more environmentally friendly and socially responsible ways.
