ABSTRACT
Inspiring consumer behaviour change is going to be one of the hardest tasks the world of marketing, public relations and advertising has ever undertaken. It will necessitate relationships with suppliers that are fully transparent and an honest, on-going conversation with the public about what constitutes responsible consumption. Yet it is also one that the creative and persuasive industries are uniquely suited to and skilled in. After all, any profession that can conjure out of thin air a market for diamonds should find promoting sustainable consumption easy. How though do you start telling people that overconsumption is unsustainable when most of the advertising budgets for consumer brands are devoted to persuading people to buy more?
