Marketing and sustainability

[Extract] In chapter 1, the growing awareness of sustainability was related to problems linked to the nature of consumption and production, and the idea of a North-South divide. It was argued that in this North-South divide, consumption in the wealthier (North) countries is supported by cheap production located in the less wealthy countries (South). This system produces a number of negative social, economic and environmental impacts, especially for those in the South. This system of consumption is at the core of sustainability issues, and so moving towards sustainability means that we have to change the nature of consumption. The ecological footprint calculators and their use highlight a number of consumption issues that will be discussed in this chapter. Firstly, the challenge of changing lifestyle, behaviour and consumption is at the core of the both the concept of an ecological footprint and this chapter. Secondly, the case demonstrates growing customer awareness of, and concern about, sustainability issues, and the role of the individual in instigating change. Thirdly, it provides one example of the growth of consumer interest in more sustainable products and services