constitutional marketing & target groups, publications, science & theory
Marketing and Morality
Jens Lönneker
How can the schizophrenia of consumers be overcome? How should we deal with the fact that they demand moral production on the one hand and prefer to buy the cheapest product on the other? Or when they worry about the climate and the environment, but still buy SUVs and fly more than ever.
Consumers today expect companies to close the mind-behavior gap for them and offer suitable products. Marketing in particular is called upon to satisfy both the good and the less moral tendencies of everyone. But how can this be understood and how can marketing and the media deal with it?
The article appeared in the current 91st print edition of tv diskurs.
