Sustainability, Consumption and Waste

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SUSTAINABILITY

CONSUMPTION AND WASTE;

Marketing to Change Societal Impact through Education for Lifestyle Change

By George L. Gonzales

SUB 6520 Sustainable Marketing
Alliant International University
Marshall Goldsmith School of Management
Dr. Ute Jamrozy

"A society grows great when old men plant trees

whose shade they know they shall never sit in." - Greek Proverb

Marketing to Change Societal Impact through Education for Lifestyle Change

I will attempt to describe the amount of material waste in relation to economic consumption, and through educational marketing implicate the societal impact of current consumption lifestyles, leaving one conclusion - to change consumption patterns.

Awareness-building, as a behavioral change mechanism that questions individual self awareness of how an individual’s thinking and activities affect the climate, natural environment and social well-being. Increasing knowledge and understanding on global warming and ecological degradation and social and political distress should influence people to take a positive position on sustainability issues and take action. Doppelt, (2008). The action must come from the stakeholders at risk; the citizen-consumer, industry and government. Awareness-building is a proactive behavioral change mechanism that can be manifested with an organized marketing effort.

In problem solving, “a basic level of understanding of the problem and solutions is needed before engaging in action” (DiClemente and Velaquez, 2002)

This being said, I must take you through the streams of waste in order to give a better picture of the global issue of waste. The knowledge of the amounts of waste that humans produce in their quest for consumption alone should motivate a need for action. Then there is the post waste issue of environmental…...

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