Sustainable marketing calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. If a firm focuses on meeting the company’s short-term sales, growth, and profit needs by engaging customers and giving them what they want or desire in the present, it may not serve the future best interests of either customers or the business. The sustainable marketing concept considers both the future welfare of consumers and future company needs.