Professor of Marketing at the Anderson School of Management, Cathering Roster, emphasized the need for consumers to become part of the solution to societal sustainability challenges by changing their consumption habits. Roster stated, “Marketing is not all about constantly pushing people to acquire things... We simply cannot keep up the pace of consumption that we’ve had in the last several decades without doing significant harm to our environment.”
Roster highlighted the shift in mindset towards sustainability in marketing efforts, noting, “Even in consumers' own lives, we’ve become cognizant of the fact that happiness is not defined by the things you have.” She also mentioned companies making strides towards sustainability, such as Men’s Wearhouse and H&M, by promoting clothing donation drives and recycling initiatives.
In her sustainability research, Roster posed the question, “What if we can extend the lives of things in a useful manner?” She emphasized the importance of repurposing and finding secondary uses for goods to reduce overconsumption. Roster stressed, “We have to understand that there is nothing wrong with consumers wanting or needing things – but they do not always have to be newly created, just new to them.”
Regarding the issue of electronic waste, Roster acknowledged the challenge of recycling old electronics and the lack of accessible recycling options for consumers. She highlighted the need for marketers to educate consumers on proper disposal methods and refurbishing electronics to reduce waste. Roster mentioned the importance of creative solutions, like Samsung's initiative to repurpose old smartphones.
Roster concluded by emphasizing the positive impact of sustainable practices on consumers' well-being and the environment. She stated, “Being mindful of what we consume and what we produce can lead to greater happiness for consumers, a healthier planet, and higher profits for business.”