Anti-consumption and society: Proceedings of ICAR 2012 Brisbane

Abstract

Griffith Business School is committed to research that develops and promotes social, financial and environmental approaches that lead to sustainable businesses and communities. In Volume 2, Issue 3 of the Journal of Social Marketing, Gerard Hastings asks “When a supermarket chain attains such dominance that it covers every corner of a country the size of the UK, threatens farmers’ livelihoods with its procurement practices, undercuts local shops and bullies planners into submission, it becomes reasonable to ask: does every little bit really help? Once the 100 billionth burger has been flipped and yet another trouser button popped it is sensible to wonder: are we still lovin’ it? As the planet heats up in response to our ever increasing and utterly unsustainable levels of consumption, it is fair to question: are we really worth it?” (Hastings, 2012). Ongoing attention needs to be directed by the research community to understand the impact that our consumption behaviour has on ourselves, our loved ones, our society, and our planet. Research attention that challenges society to question its own practices is central in assisting us to understand how we can build sustainable communities. The International Centre for Anti-consumption Research (ICAR) 2012 symposium encourages us to question whether our aim to live independently is ideal. A child’s desire to leave home may promote economic growth, but does little to keep loved ones and communities closely connected. Sustainable business practice models are needed if we are to step away from the economic growth model that underpins business today. Sharing rather than consuming may be one mechanism that business can use to reengineer business practice. Research presented at ICAR 2012 suggests that to achieve sustainable business and communities we need to understand the opposition and resistance, including boycotts that have emerged against business. This understanding is rapidly evolving in an Internet- dominated era where social media landscapes are mushrooming. To develop a more social approach that leads to sustainable business and consumption, researchers must understand that anti-consumption is not an exact opposite of consumption. A range of behaviours and their underlying motives remain under-researched, and avenues to broaden our focus are showcased at ICAR 2012. Sustainability requires that individuals and communities engage in a diverse range of behaviours including decreasing resource use (water, energy, and materials). A practical stance is introduced at ICAR 2012 with empirical evidence highlighting how community-based social marketing is being used throughout the world to foster sustainable behaviour change.