A project is sustainable when it provides continuity of economic activity and society without destroying the environment we all depend on. The continuity of the economic activity is based on a viable project, righteous and acceptable for the three pillars of sustainability: society, economic activity and the environment. Sustainable development is not a utopia. Sustainable development means finding the adequate means in creating usefulness, for which the end-user is paying, finding alternative resources, solutions for a more efficient use of our resources, which are theoretically limited to our planet’s potential, while the needs were, are and will be unlimited. The sustainability of the economic activity or continuous development will take into consideration potential necessary resources for future generations. A sustainable consumption does not necessarily mean consuming less. It means consuming differently or smarter, reducing the consumption of goods and services or discovering substantial possible changes in the way consumers behave, as well as changes in corporate activity. Thus the Marketing responsibility is to get inside the customer’s point of view’, the assertive feedback and vice versa to bring on market the whole business result.