The conventional marketing mix concept was gradually developed during the economic miracle right after World War II and included the 4P’s model, introduced around 1960. This model, in which the promotion of products with advertising as one of its main tools plays an important role, was helpful for many industries in many markets.” However, the market situation changed: consumers became more aware of the social and ecological implications of their purchases and at the same time inherent attributes like efficiency and cost effectiveness, health and safety, symbolism and status needed to be highlighted by companies in order to remain competitive in the market. The companies have been adapting to the changes and now move towards “relationship marketing focused more on communicating with the consumer” rather than just promoting the product. They use advertising, along with other activities and resources, as a tool to inform the consumers and stakeholders about the sustainability solutions the company provides and about the company as a whole.