Question if they really need your offering
Think hard about what you’re selling. Question it from every angle, and ask yourself it it’s truly necessary. Change is afoot. Peer-to-peer networks are developing powerful alternatives to gratuitous consumption — fashionistas exchange unwanted clothing at “swishing” parties; couchsurfing.com makes hotels obsolete; freecycling, freeganism, and all manner of “borrowing” networks are emerging day by day. These trends challenge conventional purchasing models at every step. So ask yourself what you truly want to give people, whether they truly need it, and — crucially — if they might just find another way to get it. Challenge your own sustainability practices at every point, and we might just make it through alive.

That’s it for our protracted series of marketing sustainability in these tough times. Let us know what you thought.