Reduce, Reuse, Recycle … and Refuse

Abstract

Two recent books, both by journalists, expose major weaknesses in marketing because of what is ignored in the standard treatment. The marketing story tends to end with the purchase of a good or service. But what is bought is eventually discarded and what happens when goods are thrown away is part of the marketing system, too. This part of the system is largely ignored. How much we actually throw away is alarming, mostly because we are unaware of it. Some of it enters the global recycling industry, but the vast majority goes into the trash sector. It may or may not actually get land filled. It may just float around in the oceans. We did not get to where we are by accident. Marketing and marketers helped in a big way. Macromarketers must help us understand the predicament we are in, and then help get us out of it.