Evolving marketing theories guide businesses to focus on the creation of shared value, encompassing social, economic, and environmental dimensions. As a result, the traditional customer-centric business philosophy is considered not sufficient for organizational success considering shifting consumer behaviors and marketplace realities. Scholars emphasize that there are several long-term trends that are reshaping marketing and forcing marketing managers to change radically to keep up. The challenges associated with this are numerous and complex, requiring the navigation of various obstacles and an acknowledgment that this is a multifaceted journey. Success demands not only a comprehensive understanding of the challenges at hand, but also the ability to coordinate and integrate them into a cohesive strategy that creates shared value and rewards. Hence, the objective of this chapter is to examine the challenges facing relationship-oriented sustainability marketing practices and research, and to present potential opportunities for further research.