The concept of sustainability, with its multidimensional structure, first came to the fore through environmental protection activities but has undergone constant change over the years. Today, sustainability, sustainable development, and sustainable marketing are addressed within the framework of three core dimensions: economic, environmental, and social. The shift in traditional marketing began with the era of social marketing. Marketing eras have been classified since the 1900s as the production era, the product era, the sales era, the marketing era, and the social marketing era. The marketing era marked the beginning of a focus on consumer needs, and the elements of the marketing mix—product, price, distribution, and promotion, also known as the 4Ps of marketing—emerged during this period. The era of social marketing marks the starting point for sustainable development and sustainable marketing activities, characterized by its focus on societal well-being and environmental sustainability. Following this era, new concepts in marketing began to emerge rapidly and exert their influence at both the corporate and global levels. Approaches such as green marketing, critical marketing, relationship marketing, and social marketing target society, consumers, and the environment. This study examines the evolution of the concept of sustainability, the approaches that have emerged historically regarding sustainability, and the impact of these approaches on historical marketing paradigms. The process, which began as a response to the environmental problems brought about by the Industrial Revolution, has taken on a multidimensional structure through corporate and global policies since the second half of the 20th century. In particular, approaches developed under the leadership of the United Nations have transformed sustainability into a holistic framework that addresses its environmental, economic, and social dimensions. It is anticipated that this study will make a significant contribution to the literature on sustainable marketing and serve as a guide for marketing stakeholders.