Several of the books and readings for this class have discussed using our marketing powers to reduce consumption rather than just promote the purchase of green products. I really like this idea and am encouraged that there is a potential movement in this direction in the marketing world. Many times when I tell people that I'm a marketing major they assume I am just trying to manipulate the masses into buying more stuff they don't need. I like to argue and say that that is not the reason I am getting into marketing because there is so much more to marketing than and I do not necessarily believe in that lifestyle either. So, making a switch to buying less which means using the idea of collaborative consumption or buying products that last longer will be key to this change in mentality.
Realistically, we will not be able to stop consumption altogether. Our book mentioned that as martketers we need to be aware that not everyone wants green products forced down their throats. Marketers can advertise products that they know to be green without the emphasis on their environmentally friendliness, but rather their other marketable traits such as functionality and quality. I like this point as well and I think both points would be valuable to keep in mind as we move forward in our marketing careers.
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