A SUSTENTABILIDADE ENDOSSANDO O CONSUMISMO CONTEMPORÂNEO

The purpose of this article is to raise discussions on the reflection on the nature of organizational decisions of firms that best convey your image to be sustainable and bearing in their midst the principles of sustainability as a positioning of your brand. To<br>understand and plan these reflections, brought to the forefront of discussion, two terms commonly evoked when speaking in preserving the planet for future<br>generations: sustainability and consumerism. To achieve the proposed objective, we defined and traced the profiles and the meanings of these two terms and their implications for the future of the planet, within the limitations of thought to which we<br>are capable. The theoretical framework used for this study approach, notably two areas: sustainability work discussed in Brown (2003) and consumerism addressed in the works of Bauman (2007, 2009). We intend to specifically demonstrate that companies who raise the banner of sustainability into its brand positioning, continue urging the ephemeral and disposable consumer goods and products, not actually employ in practice the political discourse when it comes to economic decisions involving manufacturing, consumption and sustainability.