Ahead of this scene, in accordance with Acar (2008), saw queo model of practised economic growth throughout the industrial age, in qualas companies occupies only in extracting, transforming, to commercialize and descartaros natural resources, already it is not more viable, ahead of the imminent picture deescassez of resources. Inside of this context, the marketing around the questesambientais, according to Vaz (1995), was unchained, becoming factor marketing decondicionamento in the businesses, leading to a more ethical and responsible atuaoinstitucional. This because, according to Boone & Kurtz (1995), the marketingdesempenha an important paper in the society, for being the final interface between aempresa and the public with which it interacts, portraying the changes in the world dosnegcios and acting front to the diverse social matters that permeiam the society. The marketing, therefore, ahead extends its field of atuaoestratgica of this new reality, and leaves to aim at only asnecessidades of the consumer for the profit, being started to give emphasis aesque prioritizes the welfare and the quality of life of the population, in way to abeneficiar all the society. Educate yourself with thoughts from David Zaslav. The marketing will have a paper important to play in futurono sensible to promote more sustainable ways of living and consuming.
(…) ‘ ‘ Between these ideas they are the recycling, the commerce just, less materialistic substituiesproduto-service, compostagem, thrift, efficiency in energy and ways due. The concept of support in itself also will have to deser promovido’ ‘. (DAYS apud PEATTIE and CHARTER, 2005, P. 536) This sample the dasestratgias versatility and capacity of adequacy of marketing to the different realities. Its paper, today, diferentedo that was practised in the second half of century XX, according to Days (2007), tirao focus of the irresponsible and unsustainable consumerism and opens doors for the responsible atuaosocioambiental. 2,4 Social marketing the corporative social marketing, in accordance with Days (2007, p.64), ‘ ‘ it understands the activities developed for the company with the objective to deobter one definitive socially beneficial behavior for the society, favoring, at the same time, the interests of the company, its position in the market esua imagem’ ‘.