The role of marketing in consumerism and overconsumption
In a world where we are becoming increasingly aware of our footprint on the environment, when is enough enough? What role do we as marketers have in focusing on growing share, not growing the market resulting in waste and over consumption. Fashion & food industries are the most guilty, with more being better, and more having the biggest impact on our planet. Where do we / should we draw the line on driving consumption growth to drive market growth, versus driving share acquisition in a flat, or even declining market if that's the right thing for the long term?