This chapter examines the impact of Society 5.0 on the marketing discipline and explores sustainability-oriented marketing approaches. Society 5.0 represents a human-centered, ethical, and inclusive vision where advanced technologies such as AI, IoT, big data, and blockchain are used to address societal challenges. In this context, marketing evolves from a mere commercial function to a strategic tool that contributes to sustainable development goals. The transition from green marketing to sustainable marketing, highlighting the integration of digital technologies into marketing practices is discussed. Core components such as digital ethics, consumer empowerment, circular economy, and inclusive strategies are analyzed, supported by real-life cases from companies like Unilever, Patagonia, and Too Good To Go. The study emphasizes the need for marketing to be reshaped in line with ethical principles, technological innovation, and societal responsibility in the era of Society 5.0.