The answer is sustainable marketing, when the question is: What can we do?

Abstract

Criticizing marketing is easy, and its detractors are doing a good job of it. But going beyond and proposing an approach, tools and a vision for change is another matter altogether. Diane Martin and John Schouten have embraced the task. They explore the path of sustainable marketing with a view to transforming consumption practices and, more broadly, to achieving a new material culture supporting sustainable development principles.