On marketing and overshoot | with Phoebe Barnard, scientist and system strategist | S4E9

If marketing is a key driver of behaviour that leads to ecological overshoot, can it be used to reverse it?

Each year, we collectively use up more resources than the planet can regenerate. A new paper names the human behaviour crisis as the driver for this ecological overshoot and analyses the role of marketing.

Tamsin Walker sat down with Phoebe Barnard who co-authored the paper to discuss the history of our collective consumer behaviour, what role marketing could have in slowing overshoot and what it takes to reach a social tipping point.

Phoebe is a biodiversity and climate scientist, systems and policy strategist, societal futurist, writer and film producer. She is campaign advisor at the Global Evergreening Alliance, convenor of the Global Restoration Collaborative, Affiliate Professor at the University of Washington, and Researcher at the University of Cape Town.

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Links
https://www.phoebebarnard.com/

Paper: the behavioural crisis driving ecological overshoot
https://www.evergreening.org/

https://www.stableplanetalliance.org/restoration

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