ABSTRACT
Sustainable development is built on three pillars: economic growth, ecological balance and social progress. Sustainability can be enhanced by concentrating on the remaining two basic economic activities: distribution and consumption. In contemporary business, these activities are commonly associated with the marketing function. As the central and critical nature of marketing in the business domain is being increasingly appreciated, the dual role of marketing has crystallized. Therefore marketing is both a function and an orientation within an organization. The chapter examines how sustainability concepts emanating from within the organization can be channelled through the marketing function to evolve as a "top of consciousness" corporate aspiration permeating the organization and the world beyond. Marketing can promote sustainability by educating the ultimate consumers or users of the product in conservation, making appropriate choices, choosing more sustainable products to less sustainable ones, making the value chain more efficient in terms of sustainability. The chapter illustrates case study of Haworth, Inc for sustainability concepts.
