Marketing in the Flourishing Society Megatrend
Varey, R. J. (2013). Marketing in the flourishing society megatrend. Journal of Macromarketing, published online May 7, 2013.
Permanent Research Commons link: https://hdl.handle.net/10289/7795
“New science” has profound implications for business. Industrial capitalism can no longer power prosperity. The mass society worldview is giving way to individualisation. The “standard enterprise logic” is challenged. Marketing has operated as an attention technology for sellers competing to capture customers. However, in an intention economy buyers are a scarce commodity, and it is intentions that drive production for specific needs. Change in marketing is overdue. Despite increased social disharmony and the mounting evidence of looming environmental disasters, progress is stagnant, often negative, as marketing exacerbates the problem by misallocating negative value goods. The commonality in the contemporary crises of financial meltdown, human-made climate change, economic inequality, distrust of government, and the social corrosion of consumerism is the moral limits of markets in civic society. Sustainable living provides the higher purpose of marketing: well-being and human flourishing. Sustainability is a socio-cultural, inherently ethical, respectful, intellectual construct for a life of careful and equitable resource use within limits and inter-dependencies. It is not the antithesis of competitive business, indeed business can flourish by competing on, and being rewarded for, the accomplishment of enduringly valuable outcomes. Sustainability is a transcendent societal “mega”-megatrend.
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