When you think of bringing sustainability into the marketing industry, one gets skeptical about how it can serve to bring value to the main cause. Usually a common perception is associated with marketing by the term”GREEN WASH” which portrays a light image of the corporate sector instead of undertaking the corrective measures to overcome the pressing issues concerned with the business behind the scenes.

Consumerism is now considered to be another catchphrase for this present modern era; it’s basically represents the mindset that advocates the real purchase of goods and services that is increasing with time. Although this term is quite new among the masses but it’s being put into practice by the ruling class of the ancient civilization. The elite class was occupied in the overindulgence of food, clothing and various other luxury items. By the late 1990s, consumerism had been advocated by the most modern societies .Since consumption of goods and services is a component of GNP which the government would want to keep at an increasing level. Therefore, the concept of Consumerism is mostly prevalent in a modern society, who aspires to have more luxurious possessions and that’s how the smart marketers take advantage of Consumerism to increase their sales.

[large]The question is whether the marketers are able to cause such swirl on the consumers to create a massive demand for their products and services? And yes it’s possible! The fundamental part of consumerism lies in the imitation by the lower classes of the affluent sector of society. Thus, the marketers try to market to the wealthy segment of the society. There are many ways adopted by the marketers to get their brand associated with a particular sophisticated market. Marketers also take use of famous celebrities to endorse their brands as people are mostly influenced and try to imitate them in real. This type of marketing is done by the marketers in the retail and the shopping centre industry. For instance, Pepsi and Coca Cola is endorsed by the famous cricketers and actors.

Another way to influence the consumers to make a purchase decision is by developing promotional gimmicks which would help to encourage the purchase of goods by showing an instant gratification as keeping more consumers to get satisfied. The marketers need to ensure that the rewards are itself a compelling drive to increase sales. Also, the marketers can make an excessive use of Ads that touches the heart of the target consumers. A research has shown that regardless of the age and gender, the consumers take use of their emotions more rather than logic in making a purchasing decision.

Consumerism is more likely to be a social phenomenon that empowers the consumers and buyers. It also keeps an eye on the companies and ensures that the consumers are getting quality products at a reasonable price. It also makes sure whether the consumers have got the right information about the products. Consumerism also has forced the companies to produce and take control of the products according to the needs and wants of the consumers. Thus, it has a vital role in marketing from new product design to communication through promotional advertisements.