ABSTRACT
The fate of our planet hangs by a crass economic truth: profits depend on demand exceeding supply. If we have more wants than there is stuff to satisfy them, the seller has control and can protect their margins; if there is more stuff than we want, it becomes a buyer’s market, the seller loses control and profits dwindle. It is a vital balance and the multi-billion dollar marketing industry has been developed to keep it favourable to the sellers. All the advertising, sponsorship, glitzy packaging, tempting deals, influencers, and 24/7 availability which pervade our lives is there to drive, even create, our needs, wants, and whims. To get us shopping. To turn us into hyperconsumers. The first half of the book looks at the workings of this corporate marketing machine; the second half at how we can resist, countermand, and replace it.
