This text explores the urgent need for sustainable consumption and production as humanity exceeds Earth’s regenerative limits and provides background information about sustainable marketing, in particular about sustainable consumer behavior. Humanity’s resource consumption now exceeds Earth’s regenerative capacity, driven largely by consumerism and rising living standards. This overconsumption has prompted calls for sustainable development, emphasizing the need to balance environmental, social, and economic priorities—the “triple bottom line.” Sustainable consumption requires individuals to voluntarily avoid excess, consider environmental and social impacts, and prioritize basic needs. Recent crises, such as COVID-19, have encouraged minimalist and anti-consumption trends, though not all such practices are inherently sustainable. Minimalism and anti-consumption overlap with sustainable consumption but are motivated by both personal fulfillment and environmental concerns. Achieving sustainability demands shared responsibility between producers and consumers, supported by effective policies and holistic societal change.