Together with Circular X team members Ankita Das and Laura Niessen, project lead Professor Nancy Bocken published an article in AMS Review on how the field of marketing should transform to meet current challenges. Together with co-authors Maike Gossen and Maria Zielinska, the team argues that marketing needs to reconsider its role in the Anthropocene, where humans are the main influence on the natural environment. Marketing often still supports unsustainable consumption and production patterns, so the study reviews pathways for marketing to address global sustainability challenges. “Marketing in the Anthropocene” is meant as an inspirational, forward-looking concept, tool and practice for marketers and marketing researchers, to build up the good Anthropocene (e.g., regeneration, well-being and sufficiency) and take down the bad Anthropocene (e.g., overconsumption).
The study is freely available through open access here.
