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Marketers must prove ‘sustainable consumption’ is not an oxymoron
Brands need to encourage better – not more – consumption, if they are to have a place in a sustainable future for our planet and society.
If there’s one thing that defines the relationship between marketers and consumers, it is the fact that we use that word – consumers. Yes, of course, we all understand that inside every consumer is a rounded human being, with a name, backstory, personality, context, quirks, flaws, worries and dreams – but there is no shame in coming clean about where our professional interest lies.
