The past, present, and future of sustainability marketing: How did we get here and where might we go?

The ever-increasing concerns about global sustainability have sparked intense debates and actions across various sectors, with marketing playing a pivotal role in influencing both the problem and potential solutions. This article maps the historical trajectory of sustainability marketing, analyzes current trends, and explores future directions to enhance sustainability within marketing practice. We show that sustainability marketing has historically centered on resource conservation and green marketing, but in recent years its scope has expanded to encompass a broader range of topics. These include the circular economy, anti-consumption, regulatory frameworks, innovation, carbon emissions, as well as the social and ethical considerations inherent in sustainability marketing. We propose three main areas within which sustainability marketing might expand in the future: system-driven changes, business-driven changes, and consumer-driven changes. Our analysis aims to deepen the understanding of sustainability marketing and inspire marketers to explore questions and solutions that will contribute to a sustainable future.