Today’s marketing is nothing but a bag of tricks whose mystery dissipated long ago. Marketing can still create cravings and sell billions of dollars’ worth of products but its bogus promises have become so outrageously misleading that it has lost all credibility. Consumers are increasingly experiencing cognitive dissonance: the headlines scream about global food waste while the same sources participate in advertising campaigns for pay-what-you-want restaurants and food banks. Contemporary marketing shows how difficult it is to call into question rules that have been rendered obsolete by incessant economic and social development. Moving toward a sustainable model of marketing requires a change in consumer behaviour. Although the individual has already made progress in this direction, many behavioural patterns remain firmly entrenched.