Ethical marketer and sustainability: Facing the challenges of overconsumption and the market

Based on environmentally informed marketing strategies, Anthony Giddens’ theory of structuration is used to develop new business models that address the twin problems of contemporary capitalism, namely consumer over-consumption and sustainability. Central to the effective implementation of new business models is the individual ethical marketer who acts as an interface between the market, the consumer and the practices of organisations. Sustainable marketing has to be implemented through the actions of individual marketers, customers and the institutional system, in order to avoid what has been heralded as planet Earth’s sixth extinction. Giddens theory is used in a practical way to guide the development of a new three-element marketing policy framework