Prologue

Capitalism and consumerism are two sides of the same coin. Brand management and capitalism go hand in hand. So when arguably the preeminent anti-establishment establishment figure in one of the leading world economies links capitalism, consumerism, and global warming, it’s time brand managers sat up and listened. In an interview with the

Observer

(April 8, 2007), Sir Jonathon Porritt said:

I think capitalism is patently unable to go on growing the size of the consumer economy for any more people in the world today because the levels of consumption are already undermining life support systems on which we depend. We’ve got to rethink the basic premise behind capitalism.

Very strong words from the former director of Friends of the Earth and now chairman of the UK government’s Sustainable Development Commission. Depending on how you look at it, in what I believe has been hailed by Tom Peters, amongst other notable management gurus and commentators, as the century of the brand, brands certainly have the power to influence the globe for better, or worse.