The purpose of the research within the project is to investigate the nature of contemporary global capitalism primarily as a cultural system, and its impact on the socio-cultural transformation of Croatian society and culture. Changes in this dimension are primarily manifested in the transformation of social values, which implies a change in the motives of the majority of members of society. The main hypothesis is that the fundamental factors influencing the socio-cultural transformation of Croatian society are the processes of marketization and commodification. The process of marketization requires that the entire social and cultural life, values, norms, and social relations and activities be revalued in accordance with market criteria according to which only that which can bring economic profit is valuable. Closely related to the process of marketization is the process of commodification, in which all areas of social and cultural life become commodities. The goals of the research are twofold: theoretical-conceptual and empirical-analytical. Within the framework of the first objective, the change of the theoretical discourse from the Weberian understanding of capitalism to neoliberal consumer capitalism will be investigated, the ideology of contemporary capitalism will be operationalized through the culture of consumerism, the commercialization of socio-cultural values, commodification and tolerance, the analysis of meanings and symbols. Also, an alternative concept of the culture of sustainability will be promoted against the culture of consumerism. Within the second objective, the role of socialization and enculturation factors for the market will be investigated through: marketization of the educational system and its consequences, commodification and marketization of culture, socio-professional structure, family relations and the health system, and the commodification of medicine with the simultaneous essentialization of physicality and all forms of illness. and suffering in the direction of marketization. The obtained research results should determine the adequacy of the current development strategies for encouraging the socio-cultural development of Croatia in the context of global trends, and affirm the culture of sustainability and those forms of sustainable development that are adapted to the culture, traditions, identities and needs of local societies and cultures.