beneficial products the Fairtrade certification appears to be an evident indicator. Products marked with the label have to meet standards ensuring that strict social and environmental measures are taken. The first generation of Fairtrade coffee suffered from sustainability marketing myopia. First, due to the exaggerated focus on the socio-ecological aspects the quality and the taste of the coffee were put into the background. Most coffee farmers used to sell their coffee to both Fairtrade and open markets. As the price in the open market is entirely defined by quality, farmers sold their better quality beans in that market and then squandered their poorer beans into the Fairtrade market, where they were nonetheless ensured a good price. Furthermore, the certainty that Fairtrade buyers would mix supplies together discouraged farmers to improve the quality of their own beans without having any financial reward for that. Furthermore, Fairtrade coffee failed to guarantee the social and environmental benefits to the consumer as covenant. Moreover, Fairtrade has been accused of misleading consumers about its ability to monitor production practices, with particular regards to salary conditions of temporary workers. The first generation Fairtrade coffee with a worse quality and bitter taste failed to satisfy all customers´ needs and supposedly to improve the social performance along the whole life cycle of the product. Green buildings As well as Electrolux and Fairtrade coffee suppliers, the producers of green buildings in Western Europe suffered from sustainability marketing myopia in the experimental stages of energy-efficient houses. Companies focussed on the energy-efficient attributes of the houses at the expenses of cost-effectiveness and affordability, marketing their products on the basis of intergenerational equity, ecology and energy-savings. In addition, further inherent consumer values as comfort and design were also ignored at these early stages. Nevertheless, since the beginning of the twenty-first century marketers from construction companies have improved their strategies. Successful sustainability marketing concepts have been progressively adopted, including motive alliances and the use of a new marketing mix based on so-called 4 Cs: consumer solution, consumer cost, communication and convenience. This new approach has fostered a rise in the market share of energy-efficient houses. 81Fünf Holzbau is an example of such a company applying successful marketing strategies. It is a fast expanding German company which focuses on energy-efficient wooden houses. Conventional criteria as high-quality levels and comfort are aligned with sustainable components in the company marketing communication: healthy indoor environment created by