Professor of Sustainable Marketing, Head of the Institute for Ethical fashion and ecological consumption - ESSCA

By Adeline Ochs (Audencia), Sihem Dekhili (ESSCA – BETA CNRS) and Aurélie Merle (Jean Monnet University, IAE Saint-Etienne School of Management, Coactis)


Marketing plays a crucial role in transforming consumer behavior towards sustainability amid unprecedented environmental strain.

Positioned between supply and demand, marketers must shift from promoting unsustainable practices to fostering eco-friendly consumption. This involves integrating environmental and social considerations into the company's mission and strategy, developing sustainable products, and guiding consumers in their use and disposal.

By creating and promoting desirable narratives aligned with planetary boundaries, marketing can help establish new social norms.

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