This chapter focuses on ‘ethical living’ as one of the eight megatrends (Boumphrey & Brehmere, 2017). Consumers and business decisions are increasingly guided by concerns about the environment, sustainability, animal welfare, production, labor practices, and a desire to impact communities and people positively. Researchers posit that “with the same ostensible value of quality and price, customers are likely to prefer the brand of the socially responsible organization” (Mandal and Banerjee, 2018). The contemporary marketing literature suggests that “the responsible behavior of any company is an integral part of the marketing process and is generally termed responsible marketing” (Bhattacharya et al., 2007). Because of “acceptance to both internal and external stakeholders, responsible marketing, unlike traditional marketing, may serve as a better means of communication for the companies” (Mandal and Banerjee, 2018), determinants of responsible marketing as a business concept are discussed. Additionally, selected responsible marketing practices are identified and analyzed. Recommendations for future research and marketing managers are formulated and presented.