Social Marketing: Perspectives and Viewpoints

By William Lazer; Eugene J. Kelley | Go to book overview

b. Responses and implications

An educator discusses appropriate responses to the consumerism issue by describing his perceptions concerning the social responsibility of the advertising industry. Ignoring the consumerism movement will not reduce its pressure on business. What is in store for consumerism during the coming decade? The executive's response, or lack of it, to these coming pressures may indicate the degree of governmental involvement in our competitive system.


12. RESPONDING TO CONSUMERISM*

David S. R. Leighton

Professor Robert Holloway has pointed out that the responses one prescribes for consumerism depend on your diagnosis of the causes. He listed the causes of consumerism as politics, technology, population, affluence, and the failure of the business system itself. And these are clearly all factors of considerable importance in explaining the growth of consumerism.

From the outset, we have a paradox. The growing, more insistent voice of consumers has been largely a product of the decade of the 60s, a decade of unparalleled growth of prosperity in most of the coun-

____________________
*
Reprinted from "Responding to Consumerism," Distinguished Lectures in Marketing Series, York University.
Banff School of Fine Arts and Centre for Continuing Education.

-124-

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