Market movements: Nongovernmental organization strategies to influence global production and consumption

Abstract

This article analyzes nongovernmental organization (NGO) "market campaigns" that seek to motivate changes in global consumption and production patterns. Through campaigns targeting products as diverse as paper, shoes, and computers, advocacy groups seek to use existing concerns of consumers to influence producers, and simultaneously to expand and deepen consumer demand for more sustainable products and services. NGOs deploy both negative information to critique leading brands, and positive information to help build new markets for improved products. Successful market campaigns construct networks of actors that identify points of leverage within global production and trading regimes; coordinate research, exposure, direct action, and negotiations with brands; identify solutions; advance new multi-stakeholder standards and monitoring and certification schemes; build new non-governmental regulatory institutions; and occasionally attempt to strengthen state regulation. Through an assessment of three market campaigns focused on Staples, Nike, and Dell, this article describes the nature of these campaigns, discusses how they function, assesses their central strategies and tactics, and analyzes whether they are actually having an impact. The article concludes by discussing the relevance and implications of these campaigns for the field of industrial ecology, and how industrial ecology might support future efforts to advance more sustainable production and consumption. © 2005 by the Massachusetts Institute of Technology and Yale University.