Linda Irwin, MBA, is founder and CEO of SeeComm Group, a consulting firm.  She serves as a lecturer on the faculty at Anderson College of Business and Computing, Regis University (

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Introduction Overconsumption, a major contributor to environmental degradation and climate change, is often attributed to the field of marketing because of marketing’s historical role in promoting resource-reliant goods and energy-dependent goods and services to the masses. While marketing in some form has existed throughout human history, its …

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