The concept of sustainable development and all the ideas derived from it are the most relevant at the moment. This concept can be applied to those organizations that use green marketing strategies and are constantly looking for a balance between protecting the environment and their economic growth. At this stage of development, marketing must quickly respond to political, technological, natural changes, adapting to them. In doing so, marketing must solve a twofold problem. Thus, in the short term, social and environmental problems have a significant impact on functioning organizations and markets. At the same time, enterprises must adequately respond not only to the changing needs of customers, but also to new rules, as well as modern social requirements of the time, which are a reflection of growing concern about the consequences of the social and environmental nature that the activities of business entities entail. In the long term, in order to achieve sustainable development, fundamental changes in the management model, which is the basis of marketing and other business functions, will be required. Marketers must not only understand environmental issues, but also provide opportunities to incorporate new requirements into the strategic management of marketing activities. We can say that those marketing strategies that ensure environmental cleanliness often occupy a central place in the marketing activities of companies.