Author: Milne, Tamar
Source: University of British Columbia
Consumer awareness of environmental and sustainability issues has evolved from an emerging social movement to mainstream values. Marketing strategy plays an important role in an organization's ability to respond to these issues in a genuine manner. In fact, more and more businesses seek to move beyond simply “responding” to environmental issues and now strive to lead the positive social change that is required to address global environmental problems. This course will challenge traditional associations between marketing and consumerism and explore how strategic marketing can create positive new alternatives for society.