As a marketing professional, I’ve spent years helping businesses promote their services and products. Now, as the President of Xeno Media, I’m proud of the work we do—crafting campaigns that resonate, build connections and help businesses thrive. Yet, as a person and a parent, I often find myself reflecting on the role marketing plays in consumerism—and the delicate balance between promoting products and encouraging overconsumption.
Recently, I watched the documentary Buy Now: The Shopping Conspiracy on Netflix - a compelling exploration of the impact of consumerism on our world. It left me grappling with questions I’ve been asking myself for a while: How do I, as a leader in marketing, contribute to a culture that champions mindful consumption? How can I ensure that the work my agency does aligns with my values of sustainability and responsibility?
On the surface, marketing and fighting overconsumption might seem like opposing forces. Marketing, after all, is about encouraging people to buy, while sustainability often calls for us to consume less. But I believe these two ideas don’t always have to be at odds. In fact, they can coexist in meaningful ways.
HOW WE WORK
First, I’ve come to realize that marketing doesn’t have to be about pushing people to buy more. It can—and should—be about helping people make informed, intentional choices. As marketers, we have the power to shift the narrative. Instead of promoting excess, we can highlight quality, longevity and value. Instead of preying on fear of missing out, we can tap into the joy of owning fewer, better things.
Sometimes I get stuck in black and white thinking: Encouraging people to buy things = bad. But I try to remind myself that people still have needs and that it’s ok to have wants. I’m fully in support of “little treat” culture. I know the joy of having a little something for myself on the way to my doorstep. A little treat here and there is not the problem.
With some reflection I’ve found my, and our company’s, boundaries by asking myself “Am I choosing myself over the general good?” A part of my job is to maintain a thriving business for the sake of our employees and their families and for the sake of my own family’s stability. That’s not nothing. But there is a difference between everyone being provided for and everyone having excess.
WHO WE WORK FOR
We’ve also been lucky to work with so many clients who share a commitment to sustainability, ethical practices and creating products or services that genuinely improve lives. Marketing can amplify the voices of brands and organizations that prioritize environmental responsibility, fair labor practices and community impact.
That said, we don’t only work with altruistic or “green” companies. Life doesn’t work that way. But I’ve yet to meet a client who doesn’t share the same human concerns I do. In daily meetings, we often go beyond selling a product or service and talk about life—as neighbors, parents, homeowners, caretakers and professionals. I have yet to meet anyone who truly values money over the long-term well-being of our world. This shared perspective allows us to do our jobs well, together, without compromising our values.
If I’m promoting our business well, there may come a day when we’ll need to say no to a high-paying client because they engage in irresponsible practices or promote overconsumption. I’m not looking forward to that day. But as a parent, I think constantly about the world I’m leaving for my kids and grandkids. I want them to inherit a planet that’s thriving, not depleted. This means making intentional choices in how we operate—from minimizing our agency’s environmental footprint to making tough calls about who we work with.
HOW WE LIVE
This journey of reconciling my role as a marketer with my personal values is ongoing. It’s not always easy and there are no perfect answers. In my personal life I do a lot of thrift shopping and am working to teach our kids about how overconsumption is fueling so much hurt in this world. I haven’t figured it all out, but I think it starts with asking hard questions, having honest conversations and committing to being part of the solution.
If you share these values and believe in marketing that promotes mindful consumption and genuine impact, we’d love to hear from you. Whether you’re a business owner, brand leader, or fellow marketer, let’s work together to create campaigns that make a difference—without compromising the future we all want to build.
Best,
Andrea Munday
President, Director of Digital Marketing
