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upturn in consumer prices during the Great Depression and another drug scandal The third movement began in the 1960soConsumers had become better educated, products had become morecomplex and potentially hazardous, and people were unhappy with institutions Consumer activism:an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers Many believe that the balance of power lies on the seller’s sideoA buyer can refuse to buyoCritics feel that the buyer has too little information, education, and protection to make wise decisions when facing sophisticated sellers
Each consumer right has led to more specific proposals by activists oThe right to be informed includes the right to know the true interest on a loan oThe true cost per unit of a product oThe ingredients in a productoThe nutritional value of foodsoProduct freshness oThe true benefits of a product Proposals related to consumer protection include strengthening consumer rights in cases of business fraud, requiring greater product safety, ensuring information privacy, and giving more power to government agencies Proposals relating to quality of life include controlling the ingredients that go into certain products and packaging and reducing the level of advertising“noise”Proposals for preserving the world for future consumption include promoting the use of sustainable ingredients, recycling and reducing solid wastes, and managing energy consumption Marketing is a global societal reality, and serves an important function in promoting economic development around the world Marketing can encourage us as consumers to recycle, reuse, buy fair trade, eat well, drink sensibly, save energy, and support good causesIf marketers adopt practices that sustain, rather than consumer or destroy, natural resources, these practices will be good for consumers and business, and the world Environmentalism Environmentalists are concerned with marketing’s effects on the environment and with the environmental costs of serving consumer needs and wants Environmentalism:an organized movement of concerned citizens, businesses, and government agencies to protect and improve people’s current and future living environment
Environmentalists are not against marketing and consumption; they simply want people and organizations to operate with more care for the environment Environmentalism is concerned with damage to the ecosystem caused by global warming, resource depletion, toxic and solid wastes, littler, the availability of fresh water, and other problems oLoss of recreational areas and the increase in health problems causedby bad air, polluted water, and chemically treated food are examples of other issues Most companies have accepted responsibility for doing no harm to the environmentoShifting from protest to prevention and from regulation to responsibility More and more companies are now adopting policies of environmental sustainability