Criticisms of marketing now include contributions to unsustainable economic growth, resource depletion and environmental damage. These criticisms are examined in the context of the role of marketing within wider economic activity and the impact of growing calls for sustainability. We note consumers’ roles in sustainability, and contradictions evident in balancing economic growth and sustainability, together with the lack of standard ethical frameworks, codes of ethics that can be applied across cultures and the lack of effective enforcement mechanisms to ensure adherence to any existing codes. The need for cross cultural research to enable these issues to be addressed concludes the paper.

• Lynne Eagle(James Cook University)
• Stephan Dahl(University of Hull Business School)
• David R. Low(James Cook University)