Abstract
Since the 70's environmental concerns have been growing among the population as the consequences of human activities have been more and more visible. Companies have to consider this trend and need to understand and evaluate the importance of what is called sustainable development.
What is important is to know if this is just the latest fad or if it is on its way to lead to tremendous changes in our vision of the future. Anyway marketing can't miss the opportunity of taking advantage of this trend, all the more so this strategic choice can prove to be a real factor of differentiation.
From the 50's to the beginning of the 70's, the first warnings about pollution gave way to a growing awareness of the fact that the economic growth couldn't last forever without causing serious consequences on our environment. People realized that at the rate of the current intensive exploitation of natural resources, they were bound to be worn out.
