Marketing Means and Ends for a Sustainable Society: A Welfare Agenda for Transformative Change

Abstract

This article examines the principles and practices of the marketing system within corporate social responsibility and sustainable development frameworks to argue that responsible marketing and sustainable marketing are not synonymous ideas. The article identifies misleading assumptions about progress through economic growth and preference satisfaction and highlights the issues to be confronted by marketers to fully address the social and ecological crisis of destructive overconsumption. The basic rationale for the developmental welfare marketing course of action is outlined, and this systemic policy is distinguished from the conventional appropriative form of managerial marketing. A radical new logic for marketing as a social process requiring thinking beyond the discipline is called for. The result of this review is an agenda for a sustainable society purpose and form for marketing, part of a catalytic movement, outlined in an emergent set of transdisciplinary propositions that reflect disillusionment with current values and beliefs.

Embedding knowledge and value of a brand into sustainability for differentiation

“…Even not so strong brands can contribute to the social welfare. Such contributions reduce negative influence of corporate actions or processes on mankind (Varey, 2011). Lately various researchers have elaborated on the process of adopting practices that address sustainability concerns and its influence on customer behavior (Godichaud et al, 2011;Pedron and Caldeira, 2011).…”

Once upon a time there was a consumer…: stories of magic and the magic of stories

“…Marketers are seen as 'hegemonic advocates of commodification', creating consumer demand via persuasive, deceptive, or manipulative techniques (Stoeckl & Luedicke, 2014, p. 23), while disregarding the social and ecological costs of their actions (e.g. Varey, 2010). At times these criticisms can seem overblown, telling a story with marketing in the role of an all-powerful puppet master behind every incidence of greed or envy.…”

Bien-être etwell-beingdans la consommation : une analyse comparative

“…D'abord, la nécessité d'un réel changement de mode de vie et de valeurs chez les consommateurs doit s'accompagner d'évolutions politiques, sociales et économiques subséquentes (Kilbourne et al, 2009). Ensuite, la quête de la durabilité et de la responsabilité questionne la notion plus générale du consommateur-citoyen (Varey, 2010). Enfin, les travaux sur le développement durable interrogent les fondements théoriques des notions telles que les besoins ou le matérialisme (Mick et al, 2011) et plus généralement les fondements mêmes de l'idéologie de la consommation contemporaine (Kilbourne et Mittelstaedt, 2011).…”