Abstract
The article briefly discusses the history and logic of the evolution of two branches of marketing - micromarketing and macromarketing - where conceptualization and especially operationalization turned out to be predominantly concentrated in the branch that is focused on maximizing profit for the manufacturer / seller that is in contradiction with the sustainable development goals. The critical historical narrative of the article is intended to show that over time, those concepts begin to appear to an increasing extent that are included into the marketing subject represented by the sustainability marketing, i.e., theoretical basis and toolkit for formatting the culture of responsible consumption.
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