Marketing in the age of sustainability

Marketing has faced a series of crises in the past decade, culminating in the economic meltdown and demanding a global rethink to guide marketing back to sustainability.

Marketing in the age of sustainability

Giles Hedger

Ten years ago, marketing was at the peak of its influence within business. In contrast, the first decade of the 21st century will be remembered as marketing's Perfect Storm.

History will identify a number of different crises – material and philosophical – developing in parallel, converging around the global economic crisis and triggering a fundamental re-think.

This article attempts to make sense of the storm, and lays out some of the principles that might guide marketing back to sustainability.


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