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Consumption, Markets & Marketing From quantitative to qualitative development.

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Presentation on theme: "Consumption, Markets & Marketing From quantitative to qualitative development."— Presentation transcript:

1 Consumption, Markets & Marketing From quantitative to qualitative development

2 The Significance of Consumption Trends in mainstream enviro regulation: end of pipe & point-source pollution: 60s-70s to eco-efficiency & pollution prevention: mid- 80s on to consumption patterns & product design: mid 90s on

3 Significance of Consumption 2 Potentials for dematerialization & quality Characteristics of a Green Economy: 1. From products to services: serving need; resources as means to the end 2. Cycles in closed loops: the Lake Economy --ecosystem model / biomimicry

4 Significance of Consumption 3 Potentials for human development Green economy: substitutes human creativity for resources & energy Role of waste in deflecting qualitative development, extending cog-labour Crucial Question: can substantial human self- development take place without dematerialization?

5 Significance of Consumption 4 Potentials for democracy & self-reliance industrialism & representative democracy knowledge economy & direct or participatory democracy Economic evolution: towards multi- stakeholder participation

6 History of Mass Consumption: Industrialism and open-ended production Capitalism and economic growth: the primacy of production-for-productions-sake; Capitalism, a mode of material accumulation Consumption as secondary & assumed The Divided Economy: Production over consumption Workplace over home Paid over unpaid work Material focus of the economy

7 History 2: The Great Depression crisis of effective demand and structural overproduction The Role of Culture & Emerging Potentials: – Intellectual & white-collar labour – Managerial Revolution: the visible hand & bureaucracy Corporations as industrial governments Rise of Welfare State & State Socialism New Needs: for human development or alienation? – The rise of People-production

8 History 3: Dilemmas of Effective Demand & Business Confidence How to continue economic growth without jeopardizing social power embedded in markets? – Abundance and erosion of class Knowledge, culture, complexity and the need for planningespecially to plan consumption

9 History 4: The Waste Economy, Demand & Artificial Scarcity Permanent War Economy / Cold War The Suburb Economy: Oil / Autos / Subdivisions

10 History 5: Consumption & Fragmentation Suburbanization & gendered space – women as domestic consumption managers – Men as cog-labourers Suburbanization, the fragmentation of space and resource-intensity externalization of costs / internalization of alienation the deskilling of consumers alien landscapes & decline of the Commons

11 History 6: the Age of Oil Need to extend production / consumption loops Oil as the life-blood of the suburban economy` Petrochemicals & the Synthetic Economy: new levels of toxification & the abandonment of precaution.

12 History 7: Redefining Consumption Post-Fordism: the costs of waste & the undermining of social contracts Austerity & the decline of democratic mass consumption Prosumption & the rise of the informal economy: pressures to reintegrate The rise of green economic alternatives

13 Dematerialization Strategies limits of private consumerism EPR: ecodesign and closing loops transformative consumerism – sharing – information: needed to redefine value. ESCO model of material wealth creation The transformation of Retail Media, Education and Conservation Green Procurement & market creation Finance & Regulation

14 Retailing New Commanding Heights of capitalism: Wal-Mart and cost-cutting business model. – reflects importance of end-use localization strategies: key to closing loops Retailers as conservation utilities? – As learning centres? – As used materials depots?

15 Regenerative or Transformative Consumerism Goes beyond protectionism to ecological alternatives Decreases material consumption, makes it more cyclical Overcomes both the isolation and the passivity of the individual consumer, through sharing and prosumption. Regenerates humans, community & ecosystems. Encourages social justice, quality of work life and the integrity of natural systems. Effects ripple – upstream to affect extraction & processing, and – downstream to affect disposal.

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