Sustainability can be seen as meeting one's own needs without jeopardizing the ability of future generations to meet their own needs, while it should be considered that besides natural resources, social and economic resources are also needed. Sustainability is not only environmental protection. Also, sustainable development could be explained as the process of creating certain values that will be useful in the present, but also in the future, without harming the environment, participants in the process and the entire community for the future economy. The strategy describes how the given goals will be achieved and with which resources. Strategy can be planned, or it can emerge as a pattern of activity as the organization adapts to its environment. It includes activities such as strategic planning and strategic thinking. The strategic marketing orientation of the company represents precisely the reflections on the present of the company, but with the aspiration not to damage future relations. Strategic marketing is such marketing that combines ideas, goals, people, processes, rules and regulations to ensure the long-term sustainability of the company. The aim of the work is to define the concepts of sustainability, marketing, strategic marketing orientation and to complete it with an example of a company that operates in such a way, and that is DM. Also, the goal is to use primary research to examine how the general population thinks about the topic and DM itself. The purpose of the work is to understand sustainability as a strategic marketing orientation, to point out its importance and to determine how the general population thinks and whether they are familiar with the topic. The paper used the methods of analysis, synthesis, generalization and description.