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Consumption: The Design Challenge for Sustainable Brands

Consumption shoulders the blame for so much these days—but is the blame justified? Marc Mathieu, Global SVP Marketing, Unilever contends that it's not. Consumption isn't the problem—the way we design for it is. Consumption is responsible for innovation, for improvement, for progress. Inherently, it's a positive force, but it needs a new design model—one that doesn't recklessly depend on the abundance of resources. In today's world, we must design with an aim to decouple marketing and consumption from negative environmental impact and to recouple them with a positive societal impact.

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