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New Strategy for Sustainable Marketing

[Adomas Pūras, The Branding Journal, 2024 02]



There is a surprising parallel between the evolution of green marketing strategies and the development of ancient polytheistic religions.
In these early belief systems, a sky god would be established as the world’s creator, but people would then gradually abandon this deity and move on to the daily worship of more down-to-earth phenomena. Could a similar shift be taking place in sustainability communication?