ABSTRACT
Today we are faced with a whole series of global problems of both ecological and social nature which have detrimental effect on the biosphere and human life. There is no polite way of saying that Marketing practice to date has taken very little interest in examining its role in constructing and maintaining unsustainable business practice and ‘have continued to ignore or respond inadequately to the worsening ecological crisis currently being witnessed around the globe’ (Fitchett and McDonagh, 2000, p. 210). Indeed, according to a worldwide research study carried out by ESOMAR in collaboration with the United Nations Environmental Program (UNEP) social and environmental welfare issues are still off the radar for most marketing practitioners (2003). This tendency towards inertia and maintenance of the status quo in Marketing pose the critics with an inescapable challenge: how can we affect change through critique, and what happens when we do so?
