Marketing and sustainability

Purpose The purpose of this paper is to raise for debate among marketers the issue of the relationship between marketing and sustainability. Design/methodology/approach An opinion piece, that presents the views of four authors on the current state of the debate in this field. Findings There is little consensus on these matters. There are those who believe that marketing and sustainability simply cannot be reconciled, while there are others who argue that marketing can contribute to the development of sustainable consumption. Originality/value The paper opens up the debate on a subject that is clearly going to be high on the agenda for years to come.