Deakin Speaking

It is surprising that the practice of marketing (and business strategy more generally) does not explicitly integrate and address the environmental problems and their impacts on mankind.

Yet by not doing so marketing practitioners are sowing the seeds of their own destruction. In the not so distant past businesses were quick to respond to less significant marketing-related problems.

For example, firms, consumers and governments spent hundreds of billions, if not trillions, of dollars dealing with the millennium bug, or Y2K problem.  As many will remember computer programs traditionally only had two digit codes for the year and could not adapt to changes associated with moving from the twentieth century to the twenty first century which required a four digit code for the year.