The attitude towards sustainability is a factor of great importance today for companies, since it largely determines their competitiveness and market acceptance. The integration of sustainability into the commercial strategy can be reflected in the improvement of efficiency, reputation, reduction of costs and risks and in increasing compatibility with customer requirements and regulations, but this involves a forced change in the organizational culture, that is why the objective of this research is to show and highlight based on the review and analysis of theoretical and empirical literature, the importance of cultural change in the organization, in relation to the achievement of sustainability as a strategic objective and as an increasingly important factor in the competitiveness of companies.
