If marketing is a key driver of behaviour that leads to ecological overshoot, can it be used to reverse it?

Each year, we collectively use up more resources than the planet can regenerate. A new paper names the human behaviour crisis as the driver for this ecological overshoot and analyses the role of marketing.

Tamsin Walker sat down with Phoebe Barnard who co-authored the paper to discuss the history of our collective consumer behaviour, what role marketing could have in slowing overshoot and what it takes to reach a social tipping point.

Phoebe is a biodiversity and climate scientist, systems and policy strategist, societal futurist, writer and film producer. She is campaign advisor at the Global Evergreening Alliance, convenor of the Global Restoration Collaborative, Affiliate Professor at the University of Washington, and Researcher at the University of Cape Town.

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Links
https://www.phoebebarnard.com/

Paper: the behavioural crisis driving ecological overshoot
https://www.evergreening.org/

https://www.stableplanetalliance.org/restoration

About the Inner Green Deal 

The Inner Green Deal is a non-profit organisation based in Cologne and Brussels with a growing community around the world. We address the human dimension of sustainability and support leaders, change makers and facilitators to accelerate the green transformation. We offer a range of short and longer programmes cultivating capacities such as collaboration, systems thinking and compassion.

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