SET Management
  • OVERVIEW
  • BOOK
  • BLOG

Marketing to promote sufficiency

2/15/2020

1 Comment

 
Marketing has traditionally focused on stimulating demand and selling as much product as possible. However, in light of the environmental crises associated with this approach, a small but growing number of businesses and scholars are developing a SET approach to marketing that ensures that everyone has enough (not too much, and not too little). Examples include Patagonia’s famous “Don't buy this jacket” ad and its free service to repair damaged clothing, and also the general ideas of “slow food” and "slow fashion" marketing (e.g., where consumers purchase fewer garments that are made locally and from environmentally friendly materials). About half the time sufficiency marketing is prompted by the altruistic principles of business owners, and the other half it is prompted by the recognition of consumer demand for SET oriented products. Researchers emphasize the importance of belonging to larger communities where members share sufficiency values.

For an excellent article that reviews this literature, see:
​Gossen, M., Ziesemer, F., & Schrader, U. (2019). Why and how commercial marketing should promote sufficient consumption: a systematic literature review. Journal of Macromarketing, 39(3), 252-269.
1 Comment
    Picture

    Bruno Dyck

    Bruno is an organizational theorist at the University of Manitoba. He loves being a management professor, scholar and teacher.

    Archives

    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019

    Categories

    All
    Trends

    RSS Feed

Picture
​EMAIL BRUNO
​BRUNO DYCK
Bruno Dyck enjoys collaborating with managers, scholars, and students to promote SET management principles and practices. He is a Full Professor in the Asper School of Business at the University of Manitoba, and has published several prize-winning books and articles, and won awards for research and teaching, including the 2019 Expanded Reason Award. Bruno enjoys cycling to work year-round, becoming a vegetarian, buying local goods and services, hiking, and spending time with family and friends.

Picture
EMAIL DAVID
DAVID HOLCOMB
​David Holcomb has assisted in the launch of this website -- developing ideas in conversation with Bruno and turning those ideas into reality. For the past 35 years, business for the common good has been one of David's vocational anchors. He has completed graduate work in both business and theological studies and has worked in both fields. Currently David resides with his family in Milwaukie, Oregon, where he serves as the Director of Finance and Operations with a local non-profit. 
  • OVERVIEW
  • BOOK
  • BLOG