The present study focuses on bringing to light the fact that the perspective must be "drowned" in parallel / simultaneous
actions taken primarily by companies (multinational, large, medium and small) as well as by final consumers. Because
when the metamorphosis of customer behavior is indisputably neglected: moral, spiritual values, as well as their ability to
reflect and reason logically and selfishly, constantly driven by the exhortations "do what you have to do for your children
and grandchildren", "consume what you have to consume", the familiar marketing treatment (including, directly),
encompassing various lexemes/concepts, including those of sustainability, is becoming obsolete.
