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How do consumerism and environmentalism affect marketing strategies?
Wiki User
∙ 13y ago
Consumerism is the emphasis on buying goods, and while it has always been a component of American society, consumerism became a much more significant force following World War II. Marketers spent more resources targeting specific groups of consumers (for example, women), and marketing campaigns focused on both utility and style, as opposed to simple utility (the functionality of a product or service). Environmentalism, which seeks to limit pollution and protect the natural environment, affected marketing by preventing some products from being marketed traditionally (for example, cigarettes). Some marketing strategies focus on the production process, highlighting the advantages of certain environmentally friendly products in a way that will appeal to consumers.
Brian Thomas
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