which “satisfy customer needs and significantly improve the social and environmental performance along the whole life cycle”, while increasing customer value and achieving the company's objectives. In turns, sustainability marketing myopia is an exaggerated focus on the socio-ecological attributes of the product over the core consumer values, a distortion of the marketing process which is likely to lead to the product failing on the market or remaining confined in a small alternative niche. Just as an excessive focus on product attributes generates marketing myopia, and just as a single-minded focus on customers results in “new marketing myopia”, in both green and sustainability marketing an unbalanced strategy neglecting one aspect (namely, product attributes) is detrimental to the effectiveness of the marketing process. However, it is important to note that sustainability marketing myopia differs from green marketing myopia in that the former follows a broader approach to the marketing myopia issue, taking into account the social attributes of a product, as well as the environmental ones. At the same time, sustainability marketing myopia encompasses sustainable services and product-related services, not products alone. Avoiding sustainability marketing myopia Generally, sustainability marketing myopia can be avoided in two ways: by identifying and stressing the inherent consumer’s values (efficiency and cost-effectiveness, health and safety, convenience, symbolism and status) of the socio-ecological features of the product. In other words, companies should highlight the personal customer benefits stemming from the socio-ecological features of the product; by aligning socio-ecological attributes with core benefits of the product to create “motive alliances”. Core benefits of the product can comprise functionality, performance, design, durability, taste, freshness, uniqueness, aesthetics, fashion. Motive alliances are the connections of such core benefits with the relevant socio-ecological attributes embedded in the product, an operation also known as bundling. Ottman et al. provides examples of successful marketing communications based on the highlighting of inherent consumer’s values of the socio-ecological features of products, and on bundling: Besides striking a right balance of focus between product attributes and consumers’ benefits, sustainability marketers should also avoid employing unsubstantive claims about the socio-environmental benefits of their products. This particular form of marketing myopia is best avoided by building an image of credibility for the brand through effective sustainability communication, so that consumers can easily associate their products with sound socio-environmental performances. Case studies Myopia of sustainable services Electrolux washing machines According to the authors of Natural Capitalism “product dematerialisation” is one of