This is an inaugural missive of what I hope will become a regular commentary on consumption and marketing issues. (Some of you know I’ve been using this domain for family travel blogs for the last year or so. Those are still here, just filed away).
For this first entry, I’d like to reflect on being a professor of marketing, while simultaneously being a person who believes strongly we should consume less. It’s a conundrum, for certain. This conundrum will flavor this blog.
Sometimes I introduce myself as “the anti-marketing marketing professor.” But that’s a joke. I honestly believe that teaching and learning the art and science of marketing is a worthy endeavor, and that organizations that get marketing right are much better off than those who do not. That marketing helps companies, but also helps our economic system to flourish, and that marketing, done well, should inform and help consumers too.
While perhaps not as obviously, I think we would all be better off learning to be better consumers. What does better mean in this context? I don’t just mean smarter deal shoppers, although that is part of it. I don’t just mean being more aware of contextual influences on our purchasing behavior, although that is part of it. I don’t just mean being reflexive consumers, stopping to wonder whether we truly have a need, although that is part of it too. And I don’t just mean being cognizant of the social and cultural system at play that influences our consumption in direct and indirect ways, although that is part of it too. I mean all of it. At once. And the difficulties inherent in trying to do that. All the time.
So, expect this blog to be more about consumption and consumers than anything else. I hope to fashion a mix of research insight, commentary on current marketing and consumption trends and happenings, and maybe even some consumption-related advice. We’ll see as it evolves. Feel free to comment, to vent, to argue, and of course, to share!