The state in which resources are used for the purpose of making a return is called the state of sustainability. The concept of sustainable development was developed back in 1969 due to climate change, while the concept of sustainable marketing was developed a few years later. Based on the studied data from secondary sources, and primary research through an anonymous survey questionnaire, it is known that the leading role in sustainable development is occupied by sustainable marketing, but also that there is insufficient information of Croatian consumers about the role and function of sustainable marketing and whole new vision from classic marketing. Sustainable marketing seeks to achieve the long – term interest of the whole society, and it does so by directing short – term consumer desires towards long – term ones. Furthermore, competing companies form alliances to work together to address environmental challenges. The emphasis is no longer only on maximizing profits as in traditional marketing, but on double goals - doing business in accordance with the requirements of the ecosystem and making a profit. The classic marketing mix is being replaced by sustainable ones, and the environmental awareness of consumers around the world is growing. Consumers are increasingly linking health with environmental responsibility and there is an orientation towards the purchase of products known as "green" products. Although the 100% green product does not exist as such, the emphasis is on the highest possible use of raw materials from renewable energy sources. The millennial generation encourages companies to rebrand their products and services on a daily basis to be balanced with the ecosystem.