Sustainable Marketing Research Outcomes 2007
In 2007 we began the process to establish a Sustainable Marketing research group. The group’s focus will be on issues concerned with marketing for the long term. It explicitly acknowledges the conflict between short-term and long-term profits and that consumer sovereignty can conflict with both short and long-term profits. To what extent marketers should satisfy customer demand if that means either consumers health will suffer or resources will not last? How we can alter and shape consumer demand for improved sustainability?The establishment of this research stream brings together work the Institute has been involved in since 1995. One of the flagship projects came with the Institute’s joining of the Seafood CRC. We are researching a range of issues to do with seafood purchase and consumption, with a focus on the shaping of demand to assist in the sustainability of seafood stock. Climate change and biodiversity have also featured strongly in our research.
In 2007 we secured industry funding for work in this area and the Department for Environment & Heritage became a corporate member of the Institute. We have an ambitious agenda for 2008 involving significant media coverage for our work, and the building of research students and publications from within this stream.
