The paper presents an explanation of the essence of creation of consumer communities that have been developing for several years on the marketing market. A hypothesis was made that says that the mechanism of interdependence existing in the consumer community can be used to create sustainable consumption on the market. The method of literature study was used in the article. In the introduction it was proved that regardless of whether a community is formed independently around the brand or not, its existence is initiated by a company and its members interact by providing one another with the patterns of consumption. The reasons for consumers’ belonging to communities around the brand were described. The presented literature analysis revealed that the appropriate management of the community around the brand can serve the company to create a sustainable product consumption.