All brands want to have their say. What happens after the conversation is over? What’s left over after several conversations happening at the same place?
Negative externalities. Game theory’s suboptimal outcomes. Mission Accomplished. Litter.
Sustainable marketing considers what its tactics, campaigns, and conversations leave behind. The leftovers our brands generate may not always be directly identifiable with our brand, we may not even intend to litter. But in trying to one-up our competition, our trash can help leave all brands worse off. To paraphrase, It gives brands a bad name. Aim for zero brand litter.
Better still, let’s aim for the longevity of reuse. The art of permanence, the permanence of art.
