INTRODUCTION OF SUSTAINABLE MARKETING IN BUSINESS BUSINESS

Koncept održivosti zagovara korjenite promjene u društvu i odnosu čovjeka prema prirodi. Još se naziva i ekološki razvoj. U ekološki sustav ulaže se onoliko koliko se iz njega uzima.Prije četrdesetak godina počelo se uviđati kako je nemoguće imati zdravo društvo i kvalitetno gospodarstvo u svijetu u kojem postoji toliko siromaštva i narušavanja okoliša. Gospodarski razvoj se ne može zaustaviti, no valja mu promijeniti smjer, kako bi postao manje poguban po okoliš i društveni razvoj. Pretvaranje tih spoznaja u djelo i prijelaz na održive oblike razvoja i načina života izazov je današnjem dobu. Pretpostavka održivog razvoja svodi se na tome da današnje generacije moraju budućim generacijama ostaviti resurse u onoj mjeri u kojoj su ih i oni naslijedili.The concept of sustainability advocates rooting change in society and the relationship of man to nature. It is also called ecological development. The ecological system invests as much as i ttakes from it. Forty years ago, it was beginning to realize that it is impossible to have a healthy society and a quality economyin a world where there is so much poverty and disturbance in the environment. Economic development cannot be stopped, but it needs to change its direction, so that it can become less vulnerable to the environment and social development. Turning this knowledge into action and moving to sustainable forms of development and lifestyle is a challenge to the present. The premise of sustainable development is that today's generations have to leave resources for future generations to the extent that they have inherited them