Changing Social Marketing

For my presentation this week, I was assigned the chapter titled, “From Selling Soap to Sustainability”, in this section, the authors Jonah Sachs and Susan Finkelpearl discussed how Americans completely revolutionized consumerism in the 1950’s by shifting marketing approaches to an identity based system. Essentially, people are driven to purchase items they aspire to be associated with. Overall, the product is supposed to make the person look classier and trendy. As an American consumer, it is difficult to think about the effects I have on the environment due to my purchasing decisions. Furthermore, I am aware that most of the purchases I make are influenced by the ideas I have about the product; therefore, I am a victim of identity-based marketing. However, now that I am aware of my ecological footprint, it is safe to say that I will definitely only limit myself to consuming thing I need rather than want. It is a small step, but it makes a big difference in the long run.