In this paper, the authors attempt to provide a clear justification for incorporating Education for Sustainability (EfS) into business education generally, and marketing curricula more specifically. A set of core sustainability concepts are suggested for inclusion in marketing coursework. A review of existing research demonstrates that business students’ knowledge levels vis a vis these concepts is low. The paper concludes with speculation about why marketing educators tend to be “Eco-illiterate”, and offers suggestions for those who wish to adopt an EfS approach in their courses.