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The Contemporary Marketing Management Glossary

Sustainability

Short Definition

The capacity to meet present needs without compromising the ability of future generations to meet their own, integrating environmental, social, and economic dimensions of development.

Context

The modern concept of Sustainability gained global prominence with the Brundtland Report (Our Common Future, 1987), issued by the United Nations World Commission on Environment and Development. It defined sustainable development as a balance between economic growth, social inclusion, and environmental protection. Theoretically, sustainability intersects with systems thinking (Meadows, 1972), triple bottom line (Elkington, 1994), and stakeholder theory (Freeman, 1984). It underpins frameworks such as ESG, CSR, and the UN Sustainable Development Goals (SDGs), guiding corporate strategy toward long-term shared prosperity.

Extended Definition

Sustainability represents a holistic paradigm for rethinking how organizations create value in harmony with the planet and society. It goes beyond environmental protection to include ethical governance, equity, and well-being. In management and marketing, sustainability requires integrating responsible practices into the core business model—not as a separate initiative but as a strategic driver of innovation and differentiation.

A sustainable enterprise aligns profitability with purpose, measuring success through both financial performance and positive impact on people and ecosystems. In the era of generative technologies and conscious capitalism, sustainability also implies digital responsibility—ensuring that AI, automation, and data usage respect human and ecological boundaries.

Contemporary Example

Companies like Patagonia and Interface design circular business models that minimize waste and carbon emissions, while integrating social equity and transparent governance. In B2B contexts, sustainability reporting and supply-chain traceability have become essential for global competitiveness and investor trust.

See also

Part of chapter: Glossary