Sustainability Marketing

Course: Sustainability Marketing | OnCourse UB

• Lection 2
  • Towards a Sustainable Society

  • Overview, Learning Outcomes and Structure of the Lesson

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  • How Do We Make Progress Towards Sustainability Marketing?

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  • New Visions of Sustainable Economies

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  • You can find Tim Jackson's report here.

  • Aspects of a One Planet Economy

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  • You can find more information on a One Planet Economy at the WWF-website: https://www.wwf.org.uk/what-we-do/projects/one-planet-economy.

  • Changing the Marketing Mindset

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  • Review and Discussion

    1. Is improved prosperity without increasing economic growth a realistic ambition for society?
    2. What would the characteristics of a One Planet society be?
    3. In what ways does marketing thinking need to change to make greater progress towards sustainability?

  • Literature and References

    Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 299-318. 

    Jackson, T. (2009): Prosperity Without Growth: Economics for a Finite Planet, London: Earthscan.
    It presents a very comprehensive and holistic view we might make that journey towards a different type of economy and society. 

    Varey, R. (2010): Marketing means and ends for a sustainable society: A welfare agenda for transformative change, Journal of Macromarketing, 30(2): 112-126.
    It is about how we change marketing towards a focus on welfare rather than on consumption and how we might help marketing to play a part in genuinely transforming society to become more sustainable.