Today’s marketplace is fundamentally different from what it used to be previously. This is a result of major societal forces that have resulted in many new consumer and company capabilities. In particular, the four major forces which are shaping the marketing environment include technological changes, globalization, social responsibility, and consumer concerns about sustainability. The paper discusses about the changes taking place in the marketplace because of these forces. These forces are creating new opportunities and challenges and significantly changing the marketing environment. Marketers require acknowledging the forces to sustain and grow with the new marketing realities.