Green Marketing for a Greener Future 6 기 윤민하 The Sustainable Development Goals(SDGs), adopted since 2015, have provided humanity with a desirable and also inevitable path to retain our livelihood on Earth. Goal number twelve, which is “Responsible Consumption and Production”, is one demanding for an answer in maintaining today’s infinite cycle of production and consumption to a level, or in a way that does not harm the sustainability of humankind. This goal is especially important in the context of our society’s key functioning mechanism, capitalism, in that it is held up by the very cycle itself. However, the cycle could bring great harm to the Earth depending on the method in which this cycle is implemented, since more production brings some ‘inevitable’ contamination and consumption its ‘inevitable’ wastes. Related harms also include exclusion, discrimination, resource depletion and more.