In “You Can’t Outsource Responsibility to the Consumer”, the Director of UK SCALE Centre and Dean of Loughborough Business School explores how decisions across marketing, product design and supply chains influence consumption, resource use and waste.
From buy-one-get-one-free promotions to products designed for rapid replacement, the article highlights why responsible consumption and production requires a coordinated approach across businesses, consumers, policymakers and supply chain partners.
As Professor Godsell writes: “Responsibility starts with the demand we choose to create.”