A message of hope – from marketing
On July 17, 2017, visiting academics Professors Andrea Prothero and Pierre McDonagh hosted a public seminar on how marketing and marketers can help promote sustainability and get businesses (and everyone else) on board with the message.
Andy and Pierre argue that, counterintuitively, a future for sustainable business initiatives remains bright. They focus specifically on the relationships between micro and macro marketing, and explore behaviour change in a broader context than the traditional focus on the individual household commonly seen within social marketing.
The event was presented by BehaviourWorks Australia and the Department of Marketing at Monash University, and this video highlights of some of their key points.