Sustainability from the point of view of marketing, requires to consider three different things: First of all, it affects the reputation of the company and also affects the marketing strategy of the company, that is, its business and the way that the company is able to stay on the market and strengthen their relationships with its customers, both consumers and business customers. From the point of reputation, we have to consider that sustainable marketing in the last 20 years was considered the key in order to increase the price. From the point of consumer products, the consumers were considered as willing to pay a higher price or so-called premium price for getting sustainable products. This is no longer true, and consumers are considering sustainability, something that is charged to companies. Companies are responsible for polluting, so, companies are responsible for the use of resources, so they must be sustainable, and consumers don't want to pay something more for a sustainability that is considered, taken for granted by companies that are companies that can claim that it’s even cheaper on the market. The most promising perspective in considering sustainability from the point of view of marketing is looking at its impact on the business models of companies, and the best way for looking at the business models is considering the new approach that is called the circular economy. For understanding what the circular economy means, we can consider the past way of transforming raw materials into products. That was a way that was linear instead of circular. And that usually starts with the virtual material, a transformation process that was typically manufacturing, the creation of the product, the delivery of the product, the market to customers, and then the use made by customers of these products until the end of the life cycle of the product. At that time, the product and all its components were expected to be sent to the landfill, and they usually became waste. This approach is typically ineffective and typically it creates a lot of waste. In the circular economy approach, we consider to reuse the components of products, those components that can be reused, and also to recycle all the materials the product is made of. Obviously, in order to reuse and recycle materials, the products need to be designed since the very beginning in a way that is consistent with the idea of disassembling its components and reusing and recycling its materials. This is the so-called circular economy. From the linear cradle-to-grave approach to the circular cradle-to-cradle approach, the consequences of this cradle-to-cradle approach, this circular approach, are relevant from the point of view of marketing. First of all, a lot of sales in terms of costs, because obviously, since we reuse the same raw materials that were embodied into the former products, we save the cost of the virgin materials, first of all. And second, we are able and we need to strengthen the relationships with our customers, because in order to reuse components of products and recycle its materials, we need to monitor the use of the product during the entire lifecycle. That is, from the marketing point of view, that we need to strengthen the relationship during the use of the product. In the linear approach, usually companies miss the contact with the customer unless some damages or some problem of maintenance has occurred during the lifecycle of the product, during the use of the product. Otherwise, the companies totally didn't know anything about the use of the product and the destiny of the product. In the circular economy, companies need to know what is the destiny of the product, need to know the use of the product, not only for planning the maintenance, but especially for planning the disassembling process at the end of each lifecycle. This means to strengthen the relationship with your customers. Cost savings that comes from the circular economy also plays an important role in terms of defeating your competitors. Since companies can get savings in terms of costs, they can also decrease their prices on the market, that from the competitive point of view, it is a very, very important strength.