The core concept of relationship-oriented sustainability marketing involves integrating ecological, social, and economic considerations into the design of a company's relationships with both external and internal stakeholders. Consequently, it seeks to generate sustainable value for both current and future stakeholders by balancing ecological, social, and economic concerns across stakeholder relationships at the individual, organizational, and societal levels. Over the past five decades, scholarly interest in the concept has evolved through a discernible progression, transitioning from traditional marketing to relationship marketing, and subsequently to sustainability marketing. Within the latter, various subfields have emerged, including ethical marketing and ecological (eco-) marketing. This chapter aims to explore the trends and future directions in relationship-oriented sustainability marketing, offering a guiding framework for both researchers and marketing practitioners. Various propositions are outlined that could be further narrowed down and tested by researchers who are interested in contributing scientific knowledge in this area.