The 13th International Conference of the Greening of Industry Network - Integration and Communication: A Clear Route to Sustainability?, July 2-6, 2006 of GIN

Session 19
Monday, July 3, 2006
2:00 PM-3:30 PM
Communicating Sustainability Inside and Outside of the Organisation - Who Communicates and Who Listens? (3) Marketing the Impossible (1)
What is the role of marketing in finding paths away from a throwaway culture? This interactive workshop will explore potential conflict in marketing between a traditional approach of sales maximisation and an approach based on increased product life spans. Exploring both theory and practice, we will consider how marketing currently addresses product durability and whether consumers could be encouraged to favour products with longer life spans. The session will include short presentations by the Session Chairs and role play and discussion in groups will form the major activity of this workshop

Technical Program

The 13th International Conference of the Greening of Industry Network - Integration and Communication: A Clear Route to Sustainability?, July 2-6, 2006