Consumption and planetary well-being

This chapter considers sustainable marketing and consumption from the perspective of planetary well-being (PW). While marketing is commonly associated with unsustainability, sustainable marketing can create, communicate, and deliver value to consumers in ways that ensure and restore the urgent needs of nature. Sustainable consumption at the acceptable threshold of disturbance on needs satisfaction globally requires critical reflection on the current norms and practices alongside thoughtful solutions for guiding action. The firstpart of the chapter presents the problematization of marketing and consumption against sustainability from the PW angle. It critically discusses the drivers of and b…