This chapter explores the persistent skepticism surrounding sustainable marketing and the urgent need for a shift in human behavior toward sustainability. It examines the challenges posed by misinformation and fake news in the digital age, particularly in contexts where trust in traditional media is declining and regulatory oversight is weak. It further categorizes common denial practices—including the use of fake experts, logical fallacies, impossible expectations, cherry-picking, and conspiracy theories—and discusses their impact on public understanding. The chapter introduces a neuro-linguistic programming perspective to explain how individuals process information and form beliefs, highlighting the role of cognitive filters and psychological factors. Finally, it presents practical tools for critically evaluating information quality and spotting fake news, empowering readers to make informed decisions and contribute to a more sustainable society.