David Jackman - Academia.edu (original) (raw)
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The paper makes six recommendations for changes in marketing practice which, most significantly, ... more The paper makes six recommendations for changes in marketing practice which, most significantly, add-up to need for the next big shift in marketing to be from ‘sense and provide to ‘co-create and guide for sustainability’. This follows the earlier big strategic shift in marketing from ‘make and sell’ to ‘sense and provide’. It notes that whilst some major companies are edging towards this ‘guide and co-create for sustainability’ approach the shift needs to be faster and more widespread if wellbeing is to be achieved for both people and the planet.
This paper has been written for Friends of the Earth by Dr Victoria Hurth, a lecturer in Marketing at Plymouth University, with over 13 years experience of working in marketing and sustainability. Her co-authors are Jules Peck of communication strategy and innovation consultancy Jericho Chambers; David Jackman, author of the first British Standard for Sustainable Development; and Dr Enrico Wensing from the George Mason University in the USA with expertise in psychology and sustainability.
The paper was produced to contribute to Friends of the Earth Big Ideas Project, which aims to identify 20-25 significant changes necessary to deliver wellbeing to people and the planet. It particularly contributes to the Big Ideas topic on consumption and identity.
The paper makes six recommendations for changes in marketing practice which, most significantly, ... more The paper makes six recommendations for changes in marketing practice which, most significantly, add-up to need for the next big shift in marketing to be from ‘sense and provide to ‘co-create and guide for sustainability’. This follows the earlier big strategic shift in marketing from ‘make and sell’ to ‘sense and provide’. It notes that whilst some major companies are edging towards this ‘guide and co-create for sustainability’ approach the shift needs to be faster and more widespread if wellbeing is to be achieved for both people and the planet.
This paper has been written for Friends of the Earth by Dr Victoria Hurth, a lecturer in Marketing at Plymouth University, with over 13 years experience of working in marketing and sustainability. Her co-authors are Jules Peck of communication strategy and innovation consultancy Jericho Chambers; David Jackman, author of the first British Standard for Sustainable Development; and Dr Enrico Wensing from the George Mason University in the USA with expertise in psychology and sustainability.
The paper was produced to contribute to Friends of the Earth Big Ideas Project, which aims to identify 20-25 significant changes necessary to deliver wellbeing to people and the planet. It particularly contributes to the Big Ideas topic on consumption and identity.