One of my colleagues told me in no uncertain terms that he would not be making any academic inquiry on sustainability as it is not part of the discipline and so is a waste of his attention.
Our silo and outmoded (rearview mirror, in McLuhan's terms) thinking is what got us into a sticky mess, and it can't get us out - when you find yourself at the bottom of a deep hole, stop digging!
Time to concern ourselves with the practicalities of a rather more noble purpose for marketing than selling stuff to anyone who will buy it.
Marketing has the potential power to influence behaviour, so let 's use it to create quality of life, rather than to enable immediate and transitory titillation that uses up our planet.
Bob (Dylan) remains correct in his assertion that the times they are a changin' - we can't sustain endless growth especially when it hurts us, so let's face up and turn our attention to making life better within natural limits
This is not a technical problem requiring elegant models with dubious connection to reality - we do need clarity of values and purpose, then the means become evident and simple.
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