Publications and Reports

A message of hope – from marketing

Marketing our way to a better future 

On July 17, 2017, visiting academics Professors Andrea Prothero and Pierre McDonagh delivered 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 (counterintuitively) that 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 and Monash University’s Department of Marketing.

The video (right) highlights some of their key points.