Roundtable on Sustainability and Advertising
Journal Article
Overview
abstract
Abstract: Advertising scholars and a leading practitioner meet to discuss the timely topic of sustainability; and advertising. The panelists first covered the challenges of defining sustainability and agreed; that it is a critical and contested concept. They also talked about the concept of the environment; and its relation to society and commerce while acknowledging that cultural differences contribute to; diverse ideas of nature and the environment around the world. The panelists also delved into the; concept of profit versus purpose and growth versus good in the context of sustainability. They; propose the idea of radical collaboration between companies, scholars, activists, and everyday; people to achieve common goals in achieving sustainability and protecting the environment. However,; the challenges of incentivizing collaboration among groups with different cultural, ideological,; economic, and political perspectives must be attended to, along with overcoming people's limited; time and attention to address such large, overwhelming global issues. The panel analyzes notable; environmental messaging in advertising and marketing and offers advice on how to achieve the goal of; having profits serving the greater good or balancing economic growth with environmental; sustainability.
