By means of an theoretical analysis the present study seeks to provoke an reflection on the actions of consumption of humanity against the imminent need for expansion of sustainability concepts for the whole population, in special, in the biggest consumer classes. In this Proposal, is approach the theme of the inclusion of sustainability with a view to enhancing consumption through sustainable products or services.
Approaching the issue of consumption, here characterized by its exaggerated individual acts stemming from global marketing and massification actions, where the population consumes far beyond their needs, buying by impulse, desire, accumulation, status, fear, influence, prestige, anxiety, etc. (LINDSTROM, 2008). This exaggeration accentuates even more the uneven the tripod of sustainability, highlighting the environmental. This way, there is room to work on the influence of demand, through the adoption of global marketing strategies, in an effort between public and private agencies, creating the same desires, status, etc., but in the search for consumption of sustainable products or services, that is, to generate an exponential massification of sustainability, so that it reaches all levels of the population, having as its main objective at that moment, the consumers. The creation of symbols and support of global icons is a path of great impact in the short term, such as working global brands with prominent idols in the media, whether actors, athletes, etc., or use social media as an instrument of mobilization (LETS DO IT!, 2008), with the aim of engaging society. These actions do not conflict with the excellent work that has been developed worldwide in universities, training students, future entrepreneurs and managers in sustainable awareness. But time is scarce in the face of the destruction of our planet (WFN, 2008), it is extremely important to have an impact on the average citizen, who has a direct influence on consumption and is out, at least for now, to have a more direct contact with sustainability. Therefore, it is intended to describe how possible is to generate sustainable paths and actions, and can contribute even more to the implementation process of the "2030 agenda for sustainable development" (UN, 2015).
